In a Journal of the Academy of Marketing Science article, Assistant Professor Erin Gillespie contrasts intrinsic and extrinsic approaches to managing multi-brand salesperson efforts.
Erin Gillespie, assistant professor of marketing and director of the Chandler Family Professional Sales Center, co-authored an article examining two approaches to managing multibrand salesperson effort and performance, which appears in the November 2016 issue of the Journal of the Academy of Marketing Science.
In “Extrinsic versus intrinsic approaches to managing a multi-brand salesforce: when and how do they work?,” Gillespie and her co-authors Stephanie M. Noble, University of Tennessee, and Son K. Lam, University of Georgia, contrast an extrinsic approach via a brand-specific quota emphasis and an intrinsic approach via salesperson brand identification.
Using multisource data from a large food distributor, they uncovered how and when each approach is more effective. First, beyond its direct and indirect positive effects on salesperson brand-specific effort through salesperson brand psychological ownership, they found that a brand-specific quota emphasis is more effective in boosting effort in selling the brand among more experienced salespeople. Second, beyond its indirect positive effect on salesperson effort through salesperson brand psychological ownership, they saw that salesperson brand identification is less effective at increasing salesperson effort among more competitive salespeople, suggesting a redundancy effect. These findings provide novel insights into the effectiveness of two distinct approaches to managing multibrand salesperson effort and performance.
The Journal of Academy of Marketing Science is a double-blind refereed publication for which all manuscripts are reviewed by Editorial Board members and ad hoc referees.