A Multiobjective Approach and Empirical Application of Sales‐Organization Design
提出一种基于多目标建模的销售组织设计方法，考虑情境特征、多销售有效性标准及结构与情境的匹配，并用券商销售分支数据验证，为管理者提供决策参考。
ABSTRACT This paper addresses the critical issue of determining the appropriate structural design of a sales organization. We propose a new approach for organizing the selling function using multiobjective modeling techniques. The proposed approach considers the situational characteristics under which the sales organization operates, trade‐offs among multiple sales‐effectiveness criteria, and the “fit” between the situational characteristics and the structural dimensions (i.e., the structure‐contingency relationships). Using data collected from sales branches of brokerage firms, we develop appropriate structural designs for a sales organization using the proposed procedure. The paper concludes by outlining the various decision‐making implications of the approach.