The Implementation of Business Strategies: Implications for the Sales Function

Viswanathan, Madhubalan; Olson, Eric M.
January 1992
Journal of Personal Selling & Sales Management;Winter92, Vol. 12 Issue 1, p45
Academic Journal
Utilizing existing conceptual frameworks in business unit level strategies and sales management activities, a set of propositions relating the sales department's role in the strategy implementation process has been generated. The focus of this conceptualization is at the functional level with specific attention on management of the sales force relative to three distinctive business unit strategies (Prospector, Differentiated Defender, and Low Cost Defender).


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