Extrinsic versus intrinsic approaches to managing a multi-brand salesforce: when and how do they work?
Volume: 44, Issue: 6, Pages: 707 - 725
Published: Feb 11, 2016
Abstract
This research contrasts two approaches to managing multi-brand salesperson efforts: (1) the extrinsic approach via a brand-specific quota emphasis, and (2) the intrinsic approach via salesperson brand identification. Using multi-source data from a large food distributor, we uncover how and when each approach is more effective. First, beyond its direct and indirect positive effects on salesperson brand-specific effort through salesperson brand...
Paper Details
Title
Extrinsic versus intrinsic approaches to managing a multi-brand salesforce: when and how do they work?
Published Date
Feb 11, 2016
Volume
44
Issue
6
Pages
707 - 725
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