30 years later: a review of the behavioral and results perspectives of sales force control systems
Authors
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Rony Castillo
Universidad de Chile
http://orcid.org/0000-0002-1390-5031
Abstract
Anderson and Oliver published their seminal article on sales control systems 30 years ago. This article reviews and presents an updated perspective on this work, complementing the original study with theoretical developments of agency, transaction costs, network theory, resource dependence theories of the firm and considering the customer and sales orientation approaches in marketing. Special references are made to different types of sales (to customers or to businesses) since particular characteristics of both market segments have an effect on the design of sales control systems. The article contributes to the sales management literature suggesting 23 research propositions, considering the nature and control processes of salespeople. Contingent and situational approaches suggest that there is not an optimal and unique sales control system, since particular context and organizational variables may influence the best or most adequate sales control system for a given firm.Keywords:
Salesforce Control System, Agency Theory, Transaction Cost Theory, Networks, Resource DependenceReferences
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