Eles sabem o que o cliente quer! Proposta e validação de uma escala para avaliar a integração da força de vendas ao processo de desenvolvimento de produtos

Alcides Barrichello, Melby Karina Zuniga Huertas

Resumo


Objetivo: Propor uma escala para mensurar a integração do vendedor ao Processo de Desenvolvimento de Produtos (PDP), considerando a perspectiva deste profissional.

Metodologia: Por meio de técnicas de análise fatorial exploratória e confirmatória e estudos de validade foram analisados dados colhidos de 258 vendedores do segmento médico-hospitalar.

Principais resultados: A escala desenvolvida apresentou propriedades psicométricas adequadas para a finalidade proposta, com bons parâmetros de confiabilidade e validade.

Contribuições: Proposta de uma forma de mensuração da integração do vendedor ao PDP, segundo a perspectiva desse ator, uma vez que muito do que há na literatura se baseia na opinião de gerentes e supervisores. Paralelamente, o estudo poderá ajudar as organizações a projetar e implantar PDPs nos quais a integração do vendedor possa se dar de maneira efetiva, cobrindo uma gama de informações significativa para a empresa, assim como ajudá-la a manter funcionários com uma visão ampliada a respeito da atividade de vendas.

Relevância / originalidade: A falta de clareza quanto à integração da força de vendas ao PDP, indica que o vendedor pode receber treinamentos que eventualmente sejam desperdiçados, recursos podem ser investidos nele incorretamente e informações muito ricas podem ser perdidas simplesmente porque não há entendimento por parte do profissional de vendas de que ele é um elemento integrante do processo.


Palavras-chave


Força de vendas; Processo de desenvolvimento de produtos; Vendedor e desenvolvimento de produto; Força de vendas e PDP

Texto completo:

PDF-en (English) PDF

Referências


Bagozzi, R. P. (1980). The Nature and Causes of Self-Esteem, Performance, and Satisfaction in the Sales Force: A Structural Equation Approach. The Journal of Business, 53(3), 315–331.

Beltramini, R. F. (1988). High technology salespeople’s information acquisition strategies. Journal of Personal Selling and Sales Management, 8(1), 37–44.

Bentler, P. M., & Chou, C. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78–117.

Blader, S. L., & Tyler, T. R. (2009). Testing and extending the group engagement model: Linkages between social identity, procedural justice, economic outcomes, and extrarole behavior. Journal of Applied Psychology, 94(2), 445–464.

Byrne, B. M. (2010). Structural Equation Modeling with AMOS: basic concepts, applications, and programming (2. Ed.). New York: Routledge.

Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Antecedents and consequences of consumer participation in on-line communities: the case of the travel sector. International Journal of Electronic Commerce, 15(2), 137–167.

Chew, J., & Chan, C. C. a. (2008). Human resource practices, organizational commitment and intention to stay. International Journal of Manpower, 29(6), 503–522.

Clark, L. A., & Watson, D. (1995). Constructing validity: Basic issues in objective scale development. Psychological Assessment, 7(3), 309–319.

Cooper, R. G. (2003). Your NPD portfolio may be harmful to your business’s health. Research-Technology Management, 47(1), 31–43.

Cooper, R. G. (2013). Where Are All the Breakthrough New Products?: Using Portfolio Management to Boost Innovation. Research-Technology Management, 56(5), 25–33.

Cooper, R. G. (2014). What’s Next?: After Stage-Gate. Research-Technology Management, 57(1), 20–31.

Cooper, R. G., & Kleinschmidt, E. J. (2007). Winning Businesses in Product Development : the Critical Success Factors. Research Technology Management, 50(3), 52–66.

Covenat, O. (2016). Exploring appeals in creative print advertisement: a research agenda. International Journal of Innovative Knowledge Concepts, 2(2), 69–74.

Craighead, C. W., Ketchen, D. J., Dunn, K. S., & Hult, G. G. (2011). Addressing Common Method Variance: Guidelines for Survey Research on Information Technology, Operations, and Supply Chain Management. IEEE Transactions on Engineering Management, 58(3), 578–588.

Cross, J., Hartley, S. W., Rudelius, W., & Vassey, M. J. (2001). Sales force activities and marketing strategies in industrial firms: relationships and implications. Journal of Personal Selling & Sales Management, 21(3), 199–206.

Dalmoro, M., & Vieira, K. M. (2013). Dilemas na Construção de Escalas Tipo Likert: o Número de Itens e a Disposição Influenciam nos Resultados? Revista Gestão Organizacional, 6(3), 161–174.

de Almeida, S. O., Dholakia, U. M., Hernandez, J. M. C., & Mazzon, J. A. (2014). The mixed effects of participant diversity and expressive freedom in online peer-to-peer problem solving communities. Journal of Interactive Marketing, 28(3), 196–209.

Dubinsky, A. J., & Skinner, S. J. (2002). Going the extra mile. Antecedents of salespeople’s discretionary effort. Industrial Marketing Management, 31(7), 589–598.

Edvardsson, B., Johnson, M. D., Gustafsson, A., & Strandvik, T. (2000). The effects of satisfaction and loyalty on profits and growth: Products versus services. Total Quality Management, 11(7), 917–927.

Ernst, H., Hoyer, W. D., & Rübsaamen, C. (2010). Sales,Marketing, and Research-and- Development Cooperation Across New Product Development Stages: Implications for Success. Journal of Marketing, 74(September), 80–92.

Flint, D. J. (2002). Compressing new product success-to-success cycle time deep customer value understanding and idea generation. Industrial Marketing Management, 31(4), 305–315.

Floyd, F. J., & Widaman, K. F. (1995). Factor Analysis in the Development and Refinement of Clinical Assessment Instruments. Psychological Assessment1, 7(3), 286–299.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Frishammar, J., & Ylinenpaa, H. (2007). Managing information in new product development: A conceptual review, research propositions and tentative model. Int J Innov Manag, 11(4), 441–467.

Fu, F. (2009). Effects of salesperson experience, age, and goal setting on new product performance trajectory: A growth curve modeling approach. Journal of Marketing Theory and Practice, 17(1), 7–20.

Gilsing, V., & Nooteboom, B. (2006). Exploration and exploitation in innovation systems: The case of pharmaceutical biotechnology. Research Policy, 35(1), 1–23.

Gordon, G. L., Schoenbachler, D. D., Kaminski, P. F., & Brouchous, K. A. (1997). New product development: using the salesforce to identify opportunities. Journal of Business & Industrial Marketing, 12(1), 33–50.

Ha, S. Y., Lee, G. H., & Kim, B. S. (2016). Strategies For Manufacturing Servitization Of Korean SMEs By Using Data Envelopment Analysis. Journal of Applied Business Research, 32(2), 635–646.

Hair, J. F., Anderson, R., Tatham, R., & Black, W. (2009). Análise Multivariada de Dados (6th ed.). Porto Alegre: Bookman.

Harmancioglu, N., Droge, C., & Calantone, R. J. (2009). Strategic fit to resources versus NPD execution proficiencies: What are their roles in determining success? Journal of the Academy of Marketing Science, 37(3), 266–282.

Harmancioglu, N., McNally, C. R., Calantone, R. J., & Durmusoglu, S. (2007). Your new product development (NPD) is only as good as your process. R&D Management, 37(5), 399–424.

Jansen, J. J. P., Bosch, F. a J. Van Den, & Volberda, H. W. (2006). Exploratory innovation, exploitative innovation, and performance: Effects of organizational antecedents and environmental moderators. Management Science, 52(11), 1661–1674.

Joshi, A. W. (2010). Salesperson Influence on Product Development: Insights from a Study of Small Manufacturing Organizations. Journal of Marketing, 74(1), 94–107.

Judson, K. M., Gordon, G. L., Ridnour, R. E., & Weilbaker, D. C. (2009). Key Account vs. other Sales Management systems: is there a difference in providing customer input during the new product development process? Marketing Management Journal, 19(2), 1–17.

Judson, K. M., Schoenbachler, D. D., Gordon, G. L., Ridnour, R. E., & Weilbaker, D. C. (2006). The new product development process: let the voice of the salesperson be heard. Journal of Product & Brand Management, 15(3), 194–202.

Kim, J., & Wilemon, D. (2003). Sources and assessment of complexity in NPD projects. R&D Management, 33(1), 15–30.

Lambert, D. M., Marmorstein, H., & Sharma, A. (1990). Industrial salespeople as a source of market information. Industrial Marketing Management, 19(2), 141–148.

Lanis, T. W., Fountain, P. D., & Peterson, K. (2005). Formalization of sales force market information generation. In Annual Meeting of the Association of Collegiate Marketing Educators (Vol. 32, pp. 145–152). Dallas: Timothy C. Johnston.

Lindell, M. K., & Whitney, D. J. (2001). Accounting for Common Method Variance in Cross-Selectional Research Designs. Journal of Applied Psychology, 86(1), 114–121.

Liu, S. S., & Comer, L. B. (2007). Salespeople as information gatherers: Associated success factors. Industrial Marketing Management, 36(5), 565–574.

Malshe, A., & Biemans, W. (2014). The role of sales in NPD: An investigation of the U.S. Health-care industry. Journal of Product Innovation Management, 31(4), 664–679.

Marion, T. J., Friar, J. H., & Simpson, T. W. (2012). New product development practices and early-stage firms: Two in-depth case studies. Journal of Product Innovation Management, 29(4), 639–654.

Marôco, J. (2014). Análise de Equações Estruturais: Fundamentos teóricos, software e aplicações (2. ed.). Pêro Pinheiro: ReportNumber.

McDougal, S., & Smith, J. (1999). Wake Up Your Product Development. Marketing Management, 8(2), 25–30.

Mendes, G. H. S., & Toledo, J. C. (2012). Explorando práticas do desenvolvimento de produtos em pequenas e médias empresas do setor de equipamentos médico-hospitalares. Gestão & Produção, 19(1), 103–117.

Ngo, L. V., & O’Cass, A. (2013). Innovation and business success: The mediating role of customer participation. Journal of Business Research, 66(8), 1134–1142.

Nijssen, E. J., Hillebrand, B., Vermeulen, P. A. M., & Kemp, R. G. M. (2006). Exploring product and service innovation similarities and differences. International Journal of Research in Marketing, 23(3), 241–251.

Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York: McGraw-Hill Book Company.

Oliveira Junior, A. B. de, Borini, F. M., Bernardes, R. C., & Oliveira, M. J. de. (2016). Impact of Entrepreneurial Orientation on Strategic Alliances and the Role of Top Management. Revista de Administração de Empresas, 56(3), 315–329.

Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.

Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in Organizational Research Problems and Prospects. Journal of Management Information Systems, 12(4), 531–544.

Rochford, L., & Wotruba, T. R. (1993). New product development under changing economic conditions: the role of the salesforce. Journal of Business & Industrial Marketing, 8(3), 4–12.

Santos, J. B., & Spring, M. (2015). Are knowledge intensive business services really co-produced? Overcoming lack of customer participation in KIBS. Industrial Marketing Management, 50, 85–96.

Spiro, R. L., & Weitz, B. A. (1990). Adaptive Selling: Conceptualization, Measurement, and Nomological Validity. Journal of Marketing Research, 27(1), 61–69.

Udo, G. J., Guimãrães, T., & Igbaria, M. (1997). An investigation of the intention for manufacturing plant managers. International Journal of Operatios and Production Management, 17(9), 912–930.

Wang, G., & Netemeyer, R. G. (2004). Salesperson creative performance: Conceptualization, measurement, and nomological validity. Journal of Business Research, 57(8), 805–812.

Webster Jr., F. E. (1965). The Industrial Salesman as a Source of Market Information. Business Horizons., 8(1), 77–82.

Weitz, B. A., Sujan, H., & Sujan, M. S. (1986). Knowledge , Motivation , and Adaptive Behavior : A Frame-work for Improving Selling Effectiveness. Journal of Marketing, 50(4), 174–191.

Woisetschläger, D. M., Hanning, D., & Backhaus, C. (2016). Why frontline employees engage as idea collectors: An assessment of underlying motives and critical success factors. Industrial Marketing Management, 52(April), 109–116.

Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87–95.

Yim, C. K., Chan, K. W., & Lam, S. S. (2012). Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy. Journal of Marketing, 76(6), 121–140.

Zahay, D., Griffin, A., & Fredericks, E. (2004). Sources, uses, and forms of data in the new product development process. Industrial Marketing Management, 33(7), 657–666.

Zahay, D., Griffin, A., & Fredericks, E. (2011). Information use in new product development: An initial exploratory empirical investigation in the chemical industry. Journal of Product Innovation Management, 28(4), 485–502.

Zigarmi, D., Nimon, K., Houson, D., Witt, D., & Diehl, J. (2012). The work intention inventory: Initial evidence of construct validity. Journal of Business Administration Research, 1(1), 24–42.




DOI: https://doi.org/10.5585/bmj.v18i1.3851

Apontamentos

  • Não há apontamentos.


Direitos autorais 2019 Revista Brasileira de Marketing – Remark

Licença Creative Commons
Esta obra está licenciada sob uma licença Creative Commons Atribuição - Não comercial - Compartilhar igual 4.0 Internacional.

Licença Creative Commons
Este obra está licenciado com uma Licença
Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional.

REMark – Rev. Bras. Mark.
ISSN da versão online: 2177-5184
www.revistabrasileiramarketing.org