Rangaswamy, Arvind; Sinha, Prabhak Ant; Zoltners, Andris
September 1990
Marketing Science;Fall90, Vol. 9 Issue 4, p279
Academic Journal
This paper analyzes the problem of designing the structure of multiproduct sales forces selling in an environment where purchase decisions are made on a straight rebuy or modified rebuy basis. It addresses two key issues pertaining to structure: How many sales forces should the firm have and which products should be assigned to each sales force? First, the key determinants of sales force structure are identified and described. Next, a mathematical programming model is formulated that can aid firms in designing the structure of their multiproduct sales force. An application is then described in detail including sales response specification, parameter estimation, solution procedure, and model implementation. Insights from several of the numerous implementations of the model in the pharmaceutical industry are also summarized.


Related Articles

  • Credible and Effective. Shaw, Peter // Pharmaceutical Representative;Oct2011, Vol. 41 Issue 10, p29 

    The article presents information on why creating credibility in the eyes of doctors is the key for sales-force effectiveness, in the pharmaceutical industry. The findings of MD Mindset's survey of over 1,000 doctors, are discussed in this context. According to the author, Knowledge of the...

  • ACCESS REPORT 2005. Herman, Rayna; Mahoney, Ashley // Pharmaceutical Representative;Jul2005, Vol. 35 Issue 7, p16 

    Evaluates the pharmaceutical selling environment in the U.S. as of 2005. Physicians' average number of interactions with sales representatives per week; Strategies of representatives to gain access to hard-to-see physicians such as trying to create continuous discussion over time; Increase in...

  • Letters to the Editor. Pantello, Ron; Scales, Faren; McCloud, K. // Pharmaceutical Executive;Dec2005, Vol. 25 Issue 12, p18 

    Several letters to the editor in response to the article "Bad Rep?" published in a previous issue of the journal "Pharmaceutical Executive" are presented.

  • Strong questions. Baum, Neil // Pharmaceutical Representative;Jan2007, Vol. 37 Issue 1, p25 

    The article discusses tips for pharmaceutical representatives on what questions to ask doctors during the time spent with them. Questions asked to a doctor should not be answerable by "yes" or "no." Strong questions usually work with physicians because they require physicians to think before...

  • Web Poll.  // Pharmaceutical Representative;Oct2005, Vol. 35 Issue 10, p40 

    Cites key poll findings in the U.S. in 2005 forecasting the state of the pharmaceutical field sales force.

  • Applications of evidence-based medicine: EBM and clinical interactions.  // Pharmaceutical Representative;Mar2008, Vol. 38 Issue 3, p36 

    The article offers information regarding how healthcare sales personnel can integrate evidence-based medicine (EBM) in clinical trial results. It states that healthcare representatives can help physicians by providing information about the results of clinical trials. It also explains that EBM...

  • The Community.  // Pharmaceutical Representative;Jul2005, Vol. 35 Issue 7, p36 

    Reports on career developments involving sales executives in the pharmaceutical industry. Promotion of Christopher McDonald from senior sales representative to regional training specialist for the central region of Abbott Laboratories Inc.; Selection of Lisa McLaughlin as hospital sales...

  • The Community.  // Pharmaceutical Representative;Feb2006, Vol. 36 Issue 2, p40 

    The article offers news briefs related to the pharmaceutical industry in the U.S. Illinois-based Abbott Laboratories Inc. has promoted some of its employees from the position of primary care representative to anti-infective specialty sales representative. Derek T. Hasty was promoted to district...

  • Made to Order. Herman, Matthew // Pharmaceutical Representative;Mar2008, Vol. 38 Issue 3, p30 

    The article focuses on the increasing number of restaurants that offer online catering services especially for physicians and pharmaceutical sales personnel in the U.S. It gives the example of Web-based caterer Vmeals in offering a variety of food options, and introducing a pilot program in...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics