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This document is a dissertation that examines factors impacting a salesperson's implementation of new marketing strategies. It aims to advance understanding of this important topic by drawing from motivation, opportunity, and ability (MOA) theory to investigate drivers of implementation. The author develops hypotheses about how MOAs are contingent on implementation success and what drives a salesperson's motivation, opportunity, and ability. The dissertation involves surveying business-to-business salespeople to empirically test these relationships using a constraining factor model. Findings provide insight into what impacts a salesperson's MOA for implementation and support some hypothesized relationships. The constraining factor hypotheses receive mixed support, but a post hoc analysis uncovers additional interesting findings. Contingent
Detailed Information
Author: | ['Abhi'] |
---|---|
Publication Year: | 2020 |
Pages: | 178 |
Language: | English |
Format: | |
Price: | FREE |
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