Author: Man, Kin-wah Andy
Title: Factors affecting selling effectiveness in China : adaptive behaviour, relationship orientation and knowledge
Degree: D.B.A.
Year: 2001
Subject: Selling
Hong Kong Polytechnic University -- Dissertations
Department: Department of Management
Pages: 167, 55 leaves : ill. ; 30 cm
Language: English
Abstract: One of the major primary objectives of marketing practitioners, especially sales managers who use personal selling functions and supervise a salesforce, is to understand the major factors related to effective sales performance. Much of the current research has been dedicated to understanding these factors but most of the existing research has been conducted in Western countries. There have been a number of studies on the effect of adaptive selling behaviour on sales effectiveness, but research on the impact of relationship orientation or knowledge is limited. The purpose of this thesis is to focus on a selected industry in China and consider the factor that impact upon sales effectiveness. China has been a fast growing market and is generally expected to continue with high growth in the coming years. It is important to identify the key elements affecting selling effectiveness in China. Relationship orientation is considered as an important component for achieving effective sales in China, while knowledge is considered one of the important components in high technology industries. Multiple Regression was used to test the influence of relationship orientation and knowledge on selling behaviour in the electronic component industry. This study aims to test whether or not individual hypotheses of the framework of relationships are supported. It does not aim to test the fitness of model. Multiple regression is used for analysis. Three factors adaptive behaviour, knowledge, and relationship orientation were found to have strong a correlation to sales effectiveness. This study supports the view that relationship orientation, knowledge and adaptive selling behaviour are factors that directly or indirectly affect selling effectiveness. In contrast, relationship orientation is a factor of selling effectiveness rather than a moderator of the relationship between adaptive behaviour and selling effectiveness in some non-China studies. Sales managers can benefit from this research by developing training and development programs based on the relationship orientation, knowledge, and adaptive selling behaviour that will help improve their firm's selling effectiveness. Such training programs could aim to build up the level of competence in each dimension of the three constructs. Sales managers will also find this study useful, as the factors described can be used as selection criteria to recruit effective salespeople.
Rights: All rights reserved
Access: restricted access

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