Department of Marketing

Title

Financial Incentives and Salesperson Time Orientation in New Product Launch: A Longitudinal Study

Document Type

Article

Publication Date

Summer 7-2014

Abstract

The success of a new product launch critically depends on an engaged and dedicated sales force. Salespeople who are involved in a new product launch must overcome significant uncertainty associated with the new product's performance, which can affect success expectations and, in turn, sales effort for the new product. Moreover, success expectations may drop in the first few months of the launch period, due to initial negative market feedback or general decline in sales force enthusiasm. Diminished expectations may start a vicious circle effect where lower success expectations for the new product lead to lower sales effort that, in turn, leads to lower performance, which further lowers expectations, and so on.

Publication Title

Journal of Product Innovation Management

Volume

31

Issue

4

First Page

647

Last Page

663