Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6851386 | Technology in Society | 2018 | 7 Pages |
Abstract
Today's sales force play crucial roles and are considered essential and strategic for enhancing competitiveness and sales growth. Thus, effective management of the sales force has assumed top priority for the marketing function in organizations, particularly in emerging markets to capture the millions of newly affluent consumers. This paper assesses how sales force management leverages the dynamics of personal branding and technology-enabled sales tools in the emerging market context to improve sales force productivity and performance. Using structural equation modelling with SmartPLS, responses from 209 sales executives in the insurance and fast moving consumer goods sector in the Greater Accra region of Ghana were analysed. Results highlight the relevance of appropriate training, motivation and recruitment processes on sales force ability to develop personal branding and use of technology to facilitate sales.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
George K. Amoako, Bernard K. Okpattah,