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
DOI:
https://doi.org/10.5585/remark.v18i1.3851Palavras-chave:
Força de vendas, Processo de desenvolvimento de produtos, Vendedor e desenvolvimento de produto, Força de vendas e PDPResumo
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.
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