Integration of the Sales Force: An Empirical Examination
Abstract
This article develops and tests a model of integration of a marketing function, personal selling. The model, derived from transaction cost analysis as developed principally by Williamson, is formulated as a logistic function, which is estimated with data from the electronic components industry. As expected, integration is associated with increasing levels of asset specificity, difficulty of performance evaluation, and the combination of these...
Paper Details
Title
Integration of the Sales Force: An Empirical Examination
Published Date
Jan 1, 1984
Volume
15
Issue
3
Pages
385 - 385
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