La satisfaction des vendeurs dans un contexte cross-culturel : une comparaison internationale
Institution:
Université Pierre Mendès France (Grenoble)Disciplines:
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Abstract EN:
Multinational firms tend to export their salesforce management in their subsidiaries without adaptation to the local context. Because it fails very often, we were interested to know if culture is connected with salespeople satisfaction. Our research, tested with more than 5,000 salespeople in 17 different countries shows that there is a relationship between national culture and satisfaction. Our results suggest that salesforce management should take into account the importance of salary, promotion. . . In every country considered.
Abstract FR:
Les entreprises multinationales ont tendance a exporter dans leurs filiales les systemes de gestion des vendeurs de leur maison-mere. Etant donne le nombre considerable d'echecs relatifs a cette demarche, nous nous sommes interroges sur l'opportunite de prendre en consideration la dimension culturelle pour maximiser la satisfaction des vendeurs. Notre recherche empirique effectuee aupres de plus de 5000 commerciaux issus de 17 pays differents justifie la relation entre la culture nationale et la satisfaction. Nos resultats debouchent sur des recommandations en matiere de gestion organisationnelle des vendeurs (importance accordee a la remuneration, aux opportunites de carriere. . . Selon les pays).