Extending agency theory in sales management: A systematic literature review and future research agenda

IF 7.8 1区管理学 Q1 BUSINESS

Industrial Marketing Management Pub Date : 2025-02-01 DOI:10.1016/j.indmarman.2025.01.001

Ellis Chefor , Teidorlang Lyngdoh , Bryan Hochstein , K.V. Mukundhan , Sridhar Guda

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Abstract

Agency theory has been widely adopted in sales research, yet much is unknown about the extent of its application to explain and predict sales behaviors in today's dynamic sales environment. Given the changing nature of the sales profession and the complexities of digital transformation, there is an increasing need to understand the suitability of agency theory to explain and predict the dynamics of sales relationships. To assess the applicability of agency theory, we employ a systematic literature review approach to identify 82 research articles that apply an agency theoretic approach to the study of sales phenomena. The review provides an analysis of the application of agency theory to sales research including key themes and insights emerging from the literature. The main themes that emerge from our review are multicultural agency theoretic perspectives on salesforce compensation, incentives, contracting and control mechanisms, and pricing decisions. in sales. Our analysis identifies the emerging trends and opportunities for agency theory scholarship in sales. For managers, we offer suggestions on how to use agency theory as a lens to understand and manage complex sales relationships in a complex sales environment.

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来源期刊

Industrial Marketing Management Multiple-

CiteScore

17.30

自引率

20.40%

发文量

255

期刊介绍： Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.