Stratégies compétitives, contrôle des vendeurs et performance de la force de vente

Pierre-Antoine Sprimont ()
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Pierre-Antoine Sprimont: Université de Lille 1

Revue Finance Contrôle Stratégie, 2003, vol. 6, issue 3, pages 137-159

Abstract: (VF)Cet article analyse le contrôle des forces de vente comme déterminant de leur performance. Trois stratégies de différenciation sont mobilisées en tant que facteurs explicatifs du contrôle et de la performance des vendeurs. Les résultats obtenus auprès d'un échantillon de 182 entreprises françaises soulignent plusieurs relations significatives permettant d'expliquer la performance de la force de vente. Les implications managériales proposées visent à accompagner la réflexion des praticiens pour améliorer la performance de leurs commerciaux.(VA)This article examines sales-forces control as determinant for their performance. Three differentiation strategies are mobilized as explanatory factors of salesmen control and performance. The results obtained from a sample of 182 French companies underline several significant relations that explain sales-force performance. The proposed managerial implications aim at accompanying the reflection of practitioners to improve the performance of their salespersons.

Keywords: ajustement; contrôle; force de vente; performance; stratégie de différenciation; control; differentiation strategy; fit; performance; sales force. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2003
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