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Full-Text Articles in Business
Marketing Strategy Implementation Impediments And Remedies: A Multi-Level Theoretical Framework Within The Sales-Marketing Interface, Avinash Malshe, Douglas E. Hughes, Valerie Good, Scott B. Friend
Marketing Strategy Implementation Impediments And Remedies: A Multi-Level Theoretical Framework Within The Sales-Marketing Interface, Avinash Malshe, Douglas E. Hughes, Valerie Good, Scott B. Friend
Peer Reviewed Articles
Why do marketing strategies fail? This persistent question attracts significant attention and resource investments given its associated performance implications. Existing research suggests that most marketing strategies suffer due to poor implementation; however, the nuances of strategy implementation impediments and their accompanying remedies remain underdeveloped. To contribute to this line of inquiry, the authors use multi-level qualitative data to capture cross-functional dynamics that traverse the organizational hierarchy and are critical to marketing strategy implementation. The data collection procedure consisted of depth interviews with 48 informants within eight organizations, constituting sales-marketing dyads at three hierarchical levels (senior, middle, and frontline) within each …
More Than Money: Establishing The Importance Of A Sense Of Purpose For Salespeople, Valerie Good, Douglas E. Hughes, Hao Wang
More Than Money: Establishing The Importance Of A Sense Of Purpose For Salespeople, Valerie Good, Douglas E. Hughes, Hao Wang
Peer Reviewed Articles
Much of the current research on salesperson motivation focuses on extrinsic reward expectancy related to compensation, contests, incentives, and quotas. We find that while salespeople want to make money, they also want to make a difference and contribute to society through their work. In Study 1, the qualitative findings reveal that a sense of purpose–the belief that one is making a contribution to a cause greater and more enduring than oneself–is a significant motivator for salespeople. Hence, in Study 2 we develop a measure for sense of purpose and distinguish it from related constructs. Finally, in Study 3 we use …