Ramon A. Avila

Individualism and the Modern Corporation: Implications for Innovation and Entrepreneurship

The extent to which entrepreneurship in established firms is the result of a more individualistic versus collectivistic culture is explored. Hypotheses are tested in which it is proposed that a curvilinear relationship exists between individualism-collectivism and corporate entrepreneurship. Findings are reported from a survey completed separately by three functional area managers in each of eighty-four industrial firms. The results support the hypotheses, such that entrepreneurship is highest under conditions of balanced individualism-collectivism, and declines in highly individualistic and more collectivistic environments.

Perceiving Emotion in the Buyer–Seller Interchange: The Moderated Impact on Performance

This research focuses on the salesperson’s ability to perceive emotions in the buyer–seller interaction. Drawing on the emotional ability literature, the authors develop hypotheses within a conceptual framework of salespeople’s ability to perceive the emotions of customers, and examine how this ability influences the relationships between selling behaviors and performance. Findings indicated that the ability to accurately appraise the emotions of others moderated the practice of adaptive selling and customer-oriented selling on performance. Further analyses revealed that while high perceiving ability has beneficial effects on selling, low perceiving ability not only limits the use of customer-oriented selling but also has a negative impact on sales performance. Both self-reported and supervisor-reported measures of selling performance were used, along with a performance-based measure of emotional perceiving ability. Implications are discussed along with directions for future research.

Market Orientation and the Marketing Strategy Process

Market orientation refers to the generation, dissemination, and responsiveness to market intelligence by organizations. The focus in this paper is on the process of strategy formulation and implementation in a market-oriented organization. Using the ‘rational’ approach to strategy formulation as a framework, and drawing on literature from the ‘incremental’ and ‘political’ approaches, an attempt is made to describe how strategy is formulated, implemented, and evaluated in an market-oriented organization. The ‘key variable’ concept is suggested as an alternative means of strategy evaluation to the marketing audit. Implications for marketing managers are discussed.

Salesforce turnover: Those who left and those who stayed

Abstract Research was undertaken to determine what factors explained the differences between salespeople who left a large computer manufacturer and those who stayed. The analysis suggested that the two groups differed in meaningful ways.

Computer awareness and usage by industrial marketers

Abstract The attitudes, familiarity, and current practices of industrial marketers regarding computer technology are investigated in this article. Findings of a study involving marketing managers in 101 Midwest firms are reported. The results indicate fairly positive attitudes toward the role of computers in marketing, but limited familiarity with and actual use of the computer in marketing management activities.

Assessing the Relationships Among Performance Measures, Managerial Practices, and Satisfaction When Evaluating the Salesforce: A Replication and Extension

The performance appraisal practices used by industrial firms when evaluating members of the sales force are investigated. A formal model of the relationships among major aspects of the appraisal process is proposed and tested. Results are presented from a survey of 104 senior sales managers. Significant relationships are identified between what is being measured, how the appraisal is conducted, and managerial satisfaction. The findings also suggest that evaluation programs remain relatively unsophisticated and unsystematic in most firms.

Rebates: An Ethical Issue?

Rebates are a form of sales promotions that have seen increased use over the past few years, with the difficulty in compliance increasing over time. To avoid fraudulent rebate claims, manufacturers have established such stringent rebate requirements that many consumers are unable to satisfy them and realize the rebate. The issue has become one of ethics in that manufacturers are aware of these difficulties, and are relieved of their obligation concerning the offer. This paper analyzes the actions of manufacturers according to the ethical framework put forth by Laczniak (1983) and makes recommendations for change if rebates are to enjoy continued use free of regulation. Further, the impact of rebate offers on the lower classes is explored. It is postulated that the less sophisticated shoppers will be more affected by the requirements of rebates and the difficulties associated with compliance than the better informed shopper.

An Exploratory Study on Consumers’ Attitudes Toward Rebates

Rebates are a form of sales promotions that have seen increased use over the past few years, with the difficulty in compliance increasing over time. To avoid fraudulent rebate claims, manufacturers have established such stringent rebate requirements that many consumers are unable to satisfy them and realize the rebates. A number of ethical considerations will be addressed. The purpose of this paper is to conduct preliminary research leading to an understanding of consumers’ attitudes toward rebates. Consumers indicated that rebate programs work to the advantage of the manufacturer. Finally, some recommended changes for rebate programs are discussed.

An Examination of High Schools Students’ Perceptions of Sales as an Area to Study in College, and Factors Influencing their Interest in Sales as a Career to Pursue after College:

Each year employees aggressively seek undergraduate business students to fill openings in their companies. While the number of universities offering sales programs is growing, it is apparent students’ desire to pursue a career in sales continues to lag behind demand for sales professionals. This article presents a study of college-bound high school students’ willingness to consider majoring in sales, and factors influencing their interest in pursuing a professional sales position after college. The findings indicate students’ perceptions are shaped by their view of sales professionalism, their perceptions of how others view salespeople, and their own sense of sales knowledge. Their perception of sales ethics does not appear to influence their intentions to study sales or pursue a career in sales.

The Equity/ Expectancy Framework Interfaced With the Psychological Contract to Describe the Salesperson Motivation Behavioral Process

This paper offers a conceptual model of the salesperson behavioral process. On the basis of equity/inequity theory and expectancy-valence theory, specific relationships between different cognitive variables are identified. Psychological contracts are introduced as a means to further the development of the motivational process. Implications from a managerial perspective and future directions for research are also discussed.