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Vol. 12 Núm. 2 (2022)
Julio-Diciembre

Artículos

Equipos de ventas y su incidencia en el desempeño de las organizaciones: una revisión sistemática de la literatura

https://doi.org/10.19053/20278306.v12.n2.2022.15259

Publicado 2022-08-15

Diego Alonso Cardona-Arbeláez
Universidad de Cartagena, Cartagena

José Morelos-Gómez
Universidad de Cartagena, Cartagena

Katerina Caraballo-Hernández
Universidad de Cartagena, Cartagena

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

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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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