Thạc Sĩ Sales force motivation in the consumer goods market in vietnam: A case study of the toiletries and b

Table of Content
Chapter Title Page

Title Page . i
Abstract . ii
Acknowledgement iii
Table of Content . iv
List of Tables vi
List of Figures vii
1. Introduction 1
1.1 Rationale of the Research 1
1.1.1 Role of motivation to the sales force 1
1.1.2 Selling as a new career in Vietnam . 1
1.2 Problem statement 1
1.3 Research objectives . 2
1.4 Information needs . 2
1.4.1 From the sales reps . 2
1.4.2 From sales managers 3
2. Literature review . 4
2.1 Model of salesperson motivation . 4
2.2 Previous findings on motivation of the sales force . 5
2.2.1 Expectancy estimates 5
2.2.2 Instrumentality estimates . 6
2.2.3 Valence estimates 6
2.2.4 Fairness 7
3. Research methodology . 8
3.1 Data collection . 8
3.1.1 Companies investigated . 8
3.1.2 In-depth interviews . 9
3.1.3 Interviewing and data processing 10
3.2 Scope of the research 11
3.3 Research Framework 12
4. Findings . 13
4.1 Introductions to the two sectors: JVs and SOEs 13
4.1.1 State owned enterprises (SOEs) . 13
4.1.2 Joint ventures (JVs) . 13
4.2 Background findings 14
4.2.1 Channels 14
4.2.2 Recruiting . 15
4.2.3 Orientation 18
4.2.4 A typical sales rep’s profile 19
4.3 Motivational perceptions . 20
4.3.1 Effort – Performance Relationship . 20
4.3.2 Performance – Rewards relationship and Fairness 22
4.3.3 Valence of rewards 22
4.4 Motivational practices . 31
4.4.1 Setting up motivational policies, incentive packages, or/and campaigns, programs 31
4.4.2 Communicating these program to sales reps 33
4.4.3 Monitoring and facilitating implementation 33
4.4.4 Evaluating, reinforcing and improving the programs 34
4.5 Limitations and directions for future studies . 34
5. Recommendations . 35
5.1 To joint ventures: creating a parallel multi-ladder sales system 35
5.1.1 A parallel multi-ladder sales system 35
5.1.2 Benefits of a parallel multi-ladder sales system . 36
5.1.3 Disadvantages of a multi-ladder sales system 37
5.2 Recommendations to SOEs: recruiting a new sales head 37
5.2.1 Prerequisites and feasibility of the suggestion . 38
5.2.2 Why does recruiting a new sales head help? 40
5.3 Conclusions . 40
Reference: . 42
Appendix 1: Guideline questions for interviews . 44
Appendix 2: Ranking of the importance of rewards . 45