You can manage bookmarks using lists, please log in to your user account for this.
Media type:
E-Article
Title:
Integration of the Sales Force: An Empirical Examination
Contributor:
Anderson, Erin;
Schmittlein, David C.
Published:
The Rand Corporation, 1984
Published in:
The RAND Journal of Economics, 15 (1984) 3, Seite 385-395
Language:
English
ISSN:
0741-6261
Origination:
Footnote:
Description:
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 two factors. Contrary to the transaction cost model, neither frequency of transactions nor interaction of specificity and environmental uncertainty is significantly related to integration. The transaction cost model improves significantly upon the fit of a simple model relating integration to company size alone. These results suggest that for studying transactions of this kind, it is fruitful to view the firm as a governance structure.