Equipos de ventas y su incidencia en el desempeño de las organizaciones: una revisión sistemática de la literatura
DOI:
https://doi.org/10.19053/20278306.v12.n2.2022.15259Palabras clave:
equipos de ventas;, desempeño de ventas;, marketing;, liderazgoResumen
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.
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Los artículos aquí publicados están protegidos bajo una licencia Licencia Creative Commons Atribución 4.0 Internacional. El contenido de los artículos es responsabilidad de cada autor y no compromete, de ninguna manera, a la revista o a la institución. Se permite la divulgación y reproducción de títulos, resúmenes y contenido total, con fines académicos, científicos, culturales y/o comerciales, siempre y cuando se cite la respectiva fuente.
