Demand Imbalance: How Acute Demand Changes Impact Salesperson Performance

Event Location / Date(s)

Atlanta, Georgia, United States

Event Name / Location

Society for Marketing Advances

Presentation Date

11-4-2016

Document Type

Conference Presentation

Presenter(s) / Author(s)

Ricky J. Fergurson, Nova Southeastern UniversityFollow

Description

Previous literature has examined customer demandingness as it relates to salesperson performance. Salespeople are subjected to not only customer demands but company demands as well. These demand shifts leave the salesperson feeling as though they have to be in two places at one time. The internal conflict creates stress and impacts salesperson performance. Developing an understanding of how these acute demand changes influence salesperson performance expands the scope of current literature as well as offering managerial insights into how to minimize demand imbalance. This study begins to develop a demand intensity scale as well as examining the effect of demand directionality as it relates to salesperson performance, self-serving behavior, and emotional exhaustion.

Comments

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NSUWorks Citation

Fergurson, Ricky J., "Demand Imbalance: How Acute Demand Changes Impact Salesperson Performance" (2016). HCBE Faculty Presentations. 1191.
https://nsuworks.nova.edu/hcbe_facpres/1191