Sales Force Compensation: Trends and Research Opportunities

Rouziès, Dominique and Vincent Onyemah

Foundations and Trends(R) in Marketing, 2018, vol. 11, issue 3, 143-214

Abstract: Altogether, when designing sales force compensation, decision makers are faced with a complex issue involving many variables, some of which are unobservable, interdependent, or uncertain. Moreover, compensation is often viewed as salespeople's primary motivator and in many corporations, it is the dominant sales expense. The objective of this monograph is to review the many insights provided by empirical research to date, some of which are just emerging in the marketing literature. We first discuss how plans should be designed according to the dominant research stream and contrast research findings with actual sales force compensation policies. Then, we highlight topics related to sales force compensation that are notably under-researched and show how taking them into account will enrich knowledge on compensation. Finally, we conclude with future trends in sales force compensation.

Keywords: International business: Multinational corporations (MNC) and enterprises (MNE); International business:Cross culture management; International business: Globalization; integration and adaptation; International business: International HRM; International business: International marketing; Organizational Behavior: International culture; Organizational Behavior: Organizational justice; B2B Marketing; Sales Force Management; Industrial Organization: Transaction Cost Economics; Labor Economics: Wage Structure (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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