TY - JOUR
T1 - Complex and Strategic Decision Making in Organizations:: Implications for Personal Selling and Sales Management
AU - Ulaga, Wolfgang
AU - Sharma, Arun
PY - 2001/7/1
Y1 - 2001/7/1
N2 - This article seeks to understand complex or strategic decision making and suggest personal selling and sales management strategies to enable organizations to effectively sell in complex decision-making environments. To understand complex and strategic decision making, we conducted an in-depth examination of the manufacturing location selection decision-making process of five organizations. We propose sales management guidelines and directions for future theoretical investigations based on the decision-making processes. Specifically, implications for sales force selling complex and strategic products and services (e.g., location and technology platforms) are addressed. The results suggest an adaptation of national or key accounts may be the best sales strategy for selling products and services that entail complex and strategic decision making.
AB - This article seeks to understand complex or strategic decision making and suggest personal selling and sales management strategies to enable organizations to effectively sell in complex decision-making environments. To understand complex and strategic decision making, we conducted an in-depth examination of the manufacturing location selection decision-making process of five organizations. We propose sales management guidelines and directions for future theoretical investigations based on the decision-making processes. Specifically, implications for sales force selling complex and strategic products and services (e.g., location and technology platforms) are addressed. The results suggest an adaptation of national or key accounts may be the best sales strategy for selling products and services that entail complex and strategic decision making.
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U2 - 10.1016/S0019-8501(99)00099-1
DO - 10.1016/S0019-8501(99)00099-1
M3 - Article
AN - SCOPUS:0041902068
VL - 30
SP - 427
EP - 440
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
IS - 5
ER -