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Unleashing salesforce performance: The impacts of personal branding and technology in an emerging market

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  • Amoako, George K.
  • Okpattah, Bernard K.

Abstract

Today's sales force play crucial roles and are considered essential and strategic for enhancing competitiveness and sales growth. Thus, effective management of the sales force has assumed top priority for the marketing function in organizations, particularly in emerging markets to capture the millions of newly affluent consumers. This paper assesses how sales force management leverages the dynamics of personal branding and technology-enabled sales tools in the emerging market context to improve sales force productivity and performance. Using structural equation modelling with SmartPLS, responses from 209 sales executives in the insurance and fast moving consumer goods sector in the Greater Accra region of Ghana were analysed. Results highlight the relevance of appropriate training, motivation and recruitment processes on sales force ability to develop personal branding and use of technology to facilitate sales.

Suggested Citation

  • Amoako, George K. & Okpattah, Bernard K., 2018. "Unleashing salesforce performance: The impacts of personal branding and technology in an emerging market," Technology in Society, Elsevier, vol. 54(C), pages 20-26.
    • Handle: RePEc:eee:teinso:v:54:y:2018:i:c:p:20-26
    DOI: 10.1016/j.techsoc.2018.01.013
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    References listed on IDEAS

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    1. Paul Robson & Charles Akuetteh & Paul Westhead & Mike Wright, 2012. "Innovative opportunity pursuit, human capital and business ownership experience in an emerging region: evidence from Ghana," Small Business Economics, Springer, vol. 39(3), pages 603-625, October.
    2. J. Yannis Bakos, 1997. "Reducing Buyer Search Costs: Implications for Electronic Marketplaces," Management Science, INFORMS, vol. 43(12), pages 1676-1692, December.
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    Cited by:

    1. Silvius Stanciu & Florina Oana Virlanuta & Oana Alexandra Vochin & Romeo Victor Ionescu & Valentin Marian Antohi, 2019. "Fast Moving Consumer Goods (FMCG) Market in Romania. Features and Trends," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(S13), pages 778-778, November.
    2. Veronica Ioana ILIEȘ, 2018. "Strategic Personal Branding For Students And Young Professionals," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 43-51, July.

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