30 años después: Una Revisión a las Perspectivas de Comportamiento y Resultados de Sistemas de Control de Fuerzas de Ventas

Rony Castillo

doi:10.5354/0719-0816.2017.56725

Resumen

Treinta años han transcurrido desde los autores Anderson y Oliver publicaron su artículo seminal que analizó las perspectivas de Sistemas de Control de Ventas. El presente artículo aprovecha el aniversario de su publicación para proponer una perspectiva actualizada de análisis, que complementa la investigación original con fundamentos teóricos asociados a los actuales desafíos del campo, aportando con Teorías adicionales (Teoría de Redes y de Dependencia de Recursos) y contemplando además los enfoques de Orientaciones al Cliente y Ventas (SOCO) y los tipos de ventas a personas como a empresas, pues por sus características también tienen un efecto en los sistemas de control de ventas aplicados en la actualidad. El artículo contribuye con 23 proposiciones teóricas asociadas a la naturaleza y procesos de control de los vendedores. Este concluye que no existe un sistema de control único para las firmas, pues las ventas se desarrollan en ambientes contingentes, situacionales y organizacionales que influirán en los sistemas que resulten ser más adecuados para las firmas.

Palabras clave:

Sistemas de Control de Fuerza de Ventas, Teoría de Agencia, Costos de Transacción, Redes, Dependencia de recursos

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