Identifying peer mentors in the sales force: an exploratory investigation of willingness and ability

Article Abstract:

There has been a high level of interest in the sales management practitioner literature in mentoring, but very little is kn own about peer mentoring relationships between more experienced and less experienced salespeople. Sales organizations that wish to initiate or encourage peer mentoring relationships must identify those salespeople who are both able and willing to mentor less experienced salespeople. The results of an exploratory study to identify mentors in an industrial sales force are reported. The authors find that job experience, job satisfaction, a measure of interpersonal competence, and role conflict are associated with willingness to mentor; interpersonal competence and role conflict are associated with ability to mentor. Results are discussed and opportunities for future research are offered. (Reprinted by permission of the publisher.)

Research, Sales management, Mentors, Mentoring, Peer counseling

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An Exploratory Study of Products Used for Enjoyment and Enhancement Purposes: Reasons for Choice among Brands

Article Abstract:

Products that are for leisure are supposed to carry less brand loyalty than maintenance products. It is also supposed that enhancement and enjoyment product choice and loyalty will be different in various population segments. These two suppositions were tested. Study results found that when product usage is for enjoyment or enhancement, there is considerable brand switching. The usual reason for brand switching was variety. When enhancement is the main purpose of the product, switching occurs in a search for better product performance. Market segmentation does exist for enhancement and enjoyment of product choice.

Brand choice

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Brands matter: An empirical demonstration of the creation of shareholder value through branding

Article Abstract:

A study on brand image shows that strong brands not only deliver greater returns to stock-holders but with less risk. These results apply without consideration of market share and company size.

United States, Influence, Market domination, Market share, Brand image

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