The Impact of New Product Introductions on Sales Management Strategy

Abstract

This paper investigates how firms modify their sales management strategy when new products are added to the product line sold by their sales force. Comparisons are made between the sales management strategy options utilized by organizations prior to launching a new product or service and subsequent changes occurring in these elements as a result of launching the new product. Results indicate that organizations make a significant number of changes in all areas of the sales management mix. In comparing among these areas, organizations are most likely to change sales management mix elements related to quotas and least likely to make changes in sales organization structure.