January 1997
Journal of Personal Selling & Sales Management;Winter97, Vol. 17 Issue 1, p74
Academic Journal
This article focuses on an article related to the measurement of the performance of sales-force. According to the article "Personal Selling Constructs and Measures: Emic Verrsus Etic Approaches to Cross-National Research," by Joel Herche, Michael J. Swerson, published in the European Journal of Marketing understanding and measuring the performance of an international sales-force is problematic for sales managers and sales researchers. Through surveys of the U.S. and Dutch salespeople, mixed support for an etic or cross-cultural approach to scale use is reported with a call for more research in this area.


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