Salesforce control system in high‐tech contexts: do environment and industry matter?

Abstract

Purpose

Aims to examine the influence exerted by two key actors – sales person and sales manager – on the salesforce control system used by high‐tech industries. First, since these industries evolve in a highly turbulent environment, external conditions can be expected to modify the relationships between the antecedents and the control system. Also seeks to study the differences in two industries' reactions to an uncertain environment.

Design/methodology/approach

The investigation was empirical, and a total of 200 managers were surveyed across two industries (the computer and the electrical/electronic industries) in the province of Quebec, Canada.

Findings

Results suggest that both sales person and sales manager characteristics predict the control system. Second, environment uncertainty and technological turbulence modify the relationships between most of the antecedents and the control system. Third, few differences were found in how the two industries respond to a turbulent environment. The results cannot be generalized, mainly because of the geographical context of this research, meaning that their use is somewhat limited for managers in other regions. The findings nonetheless give managers insight into which characteristics influence the control system and how environment influences the relationships investigated.

Originality/value

Contributes to the marketing literature since it is the only study other than Krafft's that measures the direct effects that the two key actors exert on the control system. This research is also the first to empirically show the indirect effects attributable to environment. The results are exploratory and should be replicated in other contexts to improve their external validity.

Citation

Lapierre, J. and Skelling, J. (2005), "Salesforce control system in high‐tech contexts: do environment and industry matter?", Journal of Business & Industrial Marketing, Vol. 20 No. 6, pp. 297-306. https://doi.org/10.1108/08858620510618138