销售管理：日本的学习与创新

IF 0.7

Journal of Marketing Channels Pub Date : 2018-10-02 DOI:10.1080/1046669X.2019.1658014

M. Matsuo

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引用次数: 2

摘要

摘要本研究以日本销售人员及销售部门为研究对象，探讨促进学习的方法。首先，对192名房地产销售人员的调查数据分析表明，客户导向和目标实现导向的销售信念促进了工作中的体验学习。其次，对193个销售部门的数据分析表明，销售部门的客户导向通过促进任务冲突和防止过程冲突来促进创新。第三，对199个销售部门的调查研究分析表明，基于行为和基于知识的管理控制系统在促进学习和创新方面是有效的。最后，通过对日本勃林格殷格翰公司(NBI)的案例研究，揭示了使用基于行为的销售管理控制系统促进学习的几种方法。研究了销售管理系统的理论含义。

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Sales management: Learning and innovation in Japan

Abstract The purpose of this study was to examine ways to promote learning, based on four empirical studies of salespeople and sales departments in Japan. First, analyses of survey data of 192 real estate salespeople indicated that customer- and goal achievement-oriented sales beliefs enhanced experiential learning at work. Second, analyses of data of 193 sales departments indicated that customer orientation in sales departments promotes innovation by facilitating task conflict and preventing process conflict. Third, analyses of survey research of 199 sales departments indicated that behavior-based and knowledge-based management control systems are effective at promoting learning and innovation. Finally, a case study of Nippon Boehringer Ingelheim (NBI) revealed several ways to facilitate learning using a behavior-based sales management control system. Theoretical implications for sales management systems were examined.

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.