The Investigation of Underpinning Factors in Effectiveness Sales Performance (Case Study: Food Industry in Iran)
DOI: 10.34047/JAMAR1.2020.v02i02.001
DOI:
https://doi.org/10.34047/JAMAR1.2020.v02i02.001Keywords:
sales effectiveness performance, strategic decision-making, marketing skills, sales control management, sales force performance, environmental factors, Iran.Abstract
Today, companies are well aware of the significance of sales and attempt to stabilize and/or improve their status in the markets' competitive climate by increasing their sales. The present qualitative research aims to enumerate the factors influencing sales effectiveness using grounded theory to identify the categories underpinning the companies' effectiveness of co-research data collected from 10 experts in Iran's food industry. The collected data were analyzed by coding in the MAXQDA software. Results show that 287 concepts (in terms of repetition) were extracted from the interviews at the first step (open coding). By considering the relationship of the concepts at the axial coding level (the second step), they were narrowed to 26 categories, and final. Finally, they were identified at the third step (selective coding). These themes, i.e., the factors underpinning organizational sales effectiveness, include the firms' strategic orientations, marketing capabilities, sales control management, salesforce performance, and environmental factors. Sales effectiveness was also decomposed into the categories of investment, profitability, market share, and
customer satisfaction.
