Equipos de ventas y su incidencia en el desempeño de las organizaciones: una revisión sistemática de la literatura
Resumen
En este trabajo se analizan 63 artículos científicos publicados entre enero de 2016 y Julio de 2020, que abordan como temática los equipos de venta de las organizaciones y su relación con el desempeño comercial, indexados en Scopus y Web Of Science. Se empleó la metodología establecida por Scottish Intercollegiate Guidelines Network. Los hallazgos indican la existencia de un cuerpo teórico y práctico asociado a temáticas como: las características de los vendedores, el desempeño de ventas, el marketing y el liderazgo, elementos que podrían ser apropiados por las organizaciones para mejorar sus beneficios. Las publicaciones que vinculan al marketing, los equipos de ventas y su desempeño fueron pocas en comparación con las asociadas a las características de los vendedores. En este sentido, futuros trabajos podrían abordar la incidencia del branding, el posicionamiento de marca y los incentivos para la mercadotecnia y los equipos de ventas.
Palabras clave
equipos de ventas;, desempeño de ventas;, marketing;, liderazgo
Biografía del autor/a
Diego Alonso Cardona-Arbeláez
Administrador de Empresas, Doctor en Administración
José Morelos-Gómez
Ingeniero Industrial, Doctor en Ciencias Sociales - Mención Gerencia
Katerina Caraballo-Hernández
Administradora Financiera, Magíster en Gestión de las Organizaciones
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