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Förderung des Eigenmarkenverkaufs durch Vertriebsmitarbeiter - Eine empirische Analyse informeller Anreizfaktoren

Author

Listed:
  • Jan Wieseke

    (Ruhr-Universität Bochum)

  • Florian Kraus

    (Ruhr-Universität Bochum)

  • Thomas Rajab

    (Unternehmensberater bei der Boston Consulting Group)

Abstract

Zusammenfassung Verkaufsstarke Eigenmarken verschaffen Einzelhändlern eine Reihe von wirtschaftlichen Vorteilen. Vertriebsmitarbeiter können in der Kundeninteraktion einen starken Einfluss auf die Markenwahl der Konsumenten ausüben und besitzen infolgedessen ein erhebliches Potenzial, den Eigenmarkenabsatz positiv (oder negativ) zu beeinflussen. Der vorliegende Beitrag untersucht anhand eines verhaltenswissenschaftlichen Forschungsmodells die Auswirkung einer Reihe von Prädiktoren auf die Verhaltensabsicht zur Förderung des Eigenmarkenverkaufs der Vertriebsmitarbeiter sowie die Auswirkungen dieses Konstrukts auf den Eigenmarkenumsatzanteil und die Profitabilität der Vertriebseinheiten. Die Ergebnisse der empirischen Studie heben die Relevanz des Vertriebspersonals als Determinante des Eigenmarkenerfolgs hervor und zeigen praxisrelevante Implikationen zur Steigerung des Eigenmarkenabsatzes durch informelle Anreizfaktoren auf.

Suggested Citation

  • Jan Wieseke & Florian Kraus & Thomas Rajab, 2010. "Förderung des Eigenmarkenverkaufs durch Vertriebsmitarbeiter - Eine empirische Analyse informeller Anreizfaktoren," Schmalenbach Journal of Business Research, Springer, vol. 62(1), pages 2-29, February.
    • Handle: RePEc:spr:sjobre:v:62:y:2010:i:1:d:10.1007_bf03372829
    DOI: 10.1007/BF03372829
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    References listed on IDEAS

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    More about this item

    Keywords

    M12; M31; M59;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M59 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Other

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