The Measurement of Sales Force Motivation Revisited
نویسنده
چکیده
Motivating salespersons is one of the most important aspects of sales force management. The prevalent sales force motivation research stream relies essentially on Vroom’s expectancy theory. In spite of its widespread use, this theory is shown to present a number of shortcomings when applied to many sales force situations. The purpose of this paper is to outline a mathematical formulation of a salesperson’s motivation to perform a certain type of activity, (1) that is in line with the compelling logic of Vroom’s motivation expectancy theory; (2) that includes relevant sales force concepts; and (3) that can potentially address typical sales force motivation situations.
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