What personal selling and sales management recommendations from developed markets are relevant in emerging markets?

As emerging markets continue to grow, research on personal selling and sales management in these settings is coming to the fore, as this special issue of Journal of Personal Selling and Sales Management attests. With an in-depth review of extant research, this contribution addresses three key research questions. First, are there differences between established/recommended theories or styles or paradigms for effective personal selling and sales management in developed markets and emerging markets? The survey suggests there are. Second, are culture variables, traditionally used in extant research, sufficient to differentiate between developed and emerging markets? The presented analysis suggests that culture must be combined with economic variables to establish clear contexts that reflect developed and emerging markets. Third, what classification framework can serve to examine personal selling and sales management strategies in terms of their applicability in both developed and emerging markets? This article derives such a classification framework by organizing extant sales research into categories where either small differences in research findings between developed and emerging markets are expected, or where large differences in research findings are expected. Propositions for the category of selling process and technique are derived. Overall, these findings suggest the need for substantial research that examines the differences between developed and emerging markets, because of the vast implications for theory, research, and practice.