Implementing behaviorbased salesforce control : A case study at a MedTech company
Abstract: Salesforce control systems have been widely studied with numerous constructs mediating the effects on performance. Behavior-based salesforce control (BBC) has often proved to increase performance and recently the Ability, Motivation, Opportunity (AMO) theory has been proposed to cluster the mediators. However, the extant literature is limited regarding implementation of BBC. The purpose of the thesis is twofold: (1) to explore the challenges that emerge during the implementation process of BBC at the Swedish sales organization of a global MedTech company, and (2) to investigate whether these challenges can be explained by prior research. An embedded case study at a MedTech company is used to explore the challenges that emerge while implementing BBC. Both structured and semi-structured interviews were conducted, where the structured part was an operationalization of the conceptual framework adopted from a previous study of a closely related field. The findings suggest that challenges within Process, Purpose and Communication have emerged in the case study, and that they affect AMO constructs. Further, the juxtaposition of our findings with the conceptual framework used and extant literature within BBC and implementation provides for an adaptation of the conceptual framework. This new framework could be used in future research to extend the research within implementation of BBC and possibly validate our findings in other case studies.
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