时间：2023年5月19日（星期五）10:00-11:00
地点：经管大楼A楼 四楼第二会议室报告厅
主题：销售控制系统与销售团队管理（Synergies Between Salesperson Orientation & Sales Force Control Systems: A Person-Organization Fit Perspective on Adaptive Selling Behaviors and Sales Performance）
主讲人：郑雅琴 （MD传媒app下载）
介绍：郑雅琴，MD传媒app下载工商管理系讲师，南京大学管理学博士，南卡罗莱纳大学国际商务系联合培养博士。主要研究领域：销售团队管理。相关研究发表在《Journal of Business Research》，《Industrial Marketing Management》，《Global Strategy Journal》等SSCI期刊，《管理学报》，《经济管理》，《外国经济与管理》等CSSCI期刊。
摘要：本研究调查了为什么以及何时销售人员的“hunting”和“farming”导向使组织受益。基于来自50家公司的391名销售人员的数据显示，适应性销售行为调节了两种客户参与导向（即“hunting”和“farming”导向）与销售业绩之间的关系，“hunting”导向对适应性销售行为的影响比“farming”导向更大。此外，数据显示，销售控制系统调节了这些关系。虽然结果控制（行为控制）会增强（减弱）“hunting”导向对适应性销售行为的积极作用，行为控制（结果控制）会增强（减弱）“farming”导向对适应性销售行为的积极作用。综上所示，本研究结论对“hunting”和“farming”导向的影响机制和调节变量提供了相关的思考。
This research investigates why and when salesperson hunting and farming orientations benefit the organization. Data from 391 salespeople at 50 firms show that adaptive selling behaviors mediate the relationship between two customer engagement orientations (i.e., hunting orientation and farming orientation) and sales performance, with hunting orientation having a stronger impact on adaptive selling behaviors than a farming orientation. Moreover, the data reveal that organizational control systems moderate these relationships. Although outcome (behavioral) control strengthens (weakens) the positive effect of hunting orientation on adaptive selling behaviors, behavioral (outcome) control strengthens (weakens) the positive effect of farming orientation on adaptive selling behaviors. Taken together, the study’s findings provide managerially relevant insights regarding mechanisms and moderators associated with hunting and farming orientations, and thus shed light on an important and growing literature stream.
