Sales Contests: A Research Agenda

Abstract

In this manuscript, we review the current state of knowledge for sales contests and then posit a model of sales contest response that suggests directions for needed research. Basedon this model, we develop research propositions that will provide further understanding about how to make more effective use of this special incentive tool. Specifically, we encourage research that (1) builds an understanding of effective sales contest design(s) under different contexts, (2) examines the effects of attitude toward sales contests and subjective norms on intentions to pursue contest goals, and (3) examines the means by which salespeople pursue contest goals. We also encourage research that examines the effects of interim contest feedback and promotion on important constructs such as the salesperson's expectancy, instrumentality and valence for the sales contest.

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