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Implementing Changes In Marketing Strategy: The Role Of Perceived Outcome- And Process-Oriented Supervisory Actions, Shikhar Sarin, Goutam Challagalla, Ajay K. Kohli

Marketing Faculty Publications and Presentations

This study investigates the role of supervisors in implementing changes in marketing strategy. The authors propose that perceptions of outcome-oriented supervisory actions influence salespeople's primary appraisals of a strategic change (i.e., whether the change will affect them) and that perceptions of process-oriented supervisory actions influence salespeople’s secondary appraisals (i.e., whether they can cope with the impact of the change on them). The results from a study of 828 salespeople in 204 branches of a large distributor of industrial goods provide evidence that perceived outcome risk containment and outcome reward emphasis enhance primary appraisals, whereas perceived process risk containment and process …