The sales manager as a unit of analysis: a review and directions for future research

Abstract

ABSTRACTThis article analyzes empirical research in which the sales manager is the unit of analysis to determine what knowledge has been generated by sales scholars about sales managers and sales management practice. It examines what we have learned from sales managers about their jobs and themselves with particular emphasis on the managerial relevance of the work. While the sales literature is vast and despite the importance of sales managers being widely recognized and accepted, an extensive search of the sales literature identified only 163 articles in which the sales manager was the focus of empirical research about what they do. To help better understand what has been discovered, these articles are examined and categorized according to the main focus of each article's research. The results show that with respect to sales managers, our knowledge is limited and substantial opportunities exist for additional research to expand our understanding of the nature, roles, and impact of sales managers as well as providing usable advice for the practice of sales management.