The implementation of business strategies: Implications for the sales function

Madhubalan Viswanathan, Eric M. Olson

Research output: Contribution to journalArticlepeer-review

Abstract

Utilizing existing conceptual frameworks in business unit level strategies and sales management activities, a set of propositions relating the sales department’s role in the strategy implementation process has been generated. The focus of this conceptualization is at the functional level with specific attention on management of the sales force relative to three distinctive business unit strategies (Prospector, Differentiated Defender, and Low Cost Defender).

Original languageEnglish (US)
Pages (from-to)45-57
Number of pages13
JournalJournal of Personal Selling and Sales Management
Volume12
Issue number1
DOIs
StatePublished - Jan 1 1992

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation

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