Speaking Up for Customers: Can Sales Professionals Spark Product Innovation?

Wyld, David C.
May 2010
Academy of Management Perspectives;May2010, Vol. 24 Issue 2, p80
Academic Journal
The article reports on a study which investigated the influence of salespeople on product development, based on their understanding of consumers' preferences from direct customer feedback. The research, conducted by Ashwin W. Joshi of York University, was published in the "Journal of Marketing" under the title "Salesperson influence on product development: Insights from a study of small manufacturing organizations." It found that sales professionals needed to be trusted by the product development team in order to successfully advocate for changes in product design.


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