Coleção de Artigos Acadêmicos

URI permanente para esta coleçãohttps://repositorio.insper.edu.br/handle/11224/3227

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2023 - 20243

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Autor: search.filters.author.DANNY PIMENTEL CLAROÁrea do Conhecimento: search.filters.subjectcnpq.CIENCIAS SOCIAIS APLICADAS

Resultados da Pesquisa

Agora exibindo 1 - 3 de 3
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    Artigo Científico
    1st Industrial Marketing Management (IMM) South America Summit (2nd - 4th October 2024)
    (2024) CARLA SOFIA DIAS MOREIRA RAMOS; DANNY PIMENTEL CLARO; Lindgreen, Adam; Benedetto, C. Anthony Di
    The 1st Industrial Marketing Management South America Summit seeks to unite academics and practitioners from South America, as well as other regions, who share an interest in business-to-business marketing, with the goal of creating and/or strengthening collaborative research networks. This summit also intends to continue the tradition established by the European and American Industrial Marketing Management summits, which includes promoting discussions, sharing cutting-edge research, and enhancing the effectiveness and efficiency of industrial markets on a global scale. The event will display recent developments in both theory and practice within the realm of global industrial and business-to business marketing. Leveraging the success of past summits and the rich heritage of Industrial Marketing Management, this gathering assures dynamic conversations, visionary insights, and effective answers.
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    Sales compensation plan type and sales opportunity coverage: “Double-edged” sword effects on sales performance
    (2023) DANNY PIMENTEL CLARO; Plouffe, Christopher R.; Vieira, Valter Afonso
    Sales compensation plans affect salespeople's prospecting activity and sales opportunity coverage because they shape behavior in terms of how reps manage their territory and broader portfolio of customers. Drawing on goal-setting theory, the authors propose and test a theoretical framework which unearths a “double-edged” sword moderating effect whereby the number of pursued sales opportunities impacts the main effect of sales compensation plan type on resultant sales (performance). The reported empirical study examines salesperson data prior to and after the implementation of a new compensation plan. We then utilize the metaphor of the “double-edged” sword to further explicate the findings, whereby the volume of sales opportunities is found to moderate sales goal and quota achievement (i.e., amplifying the main effect). The research also finds that pursuit of too many sales opportunities can become overly burdensome, thereby overloading salespeople and reducing goal commitment and performance. Implications for both research and practice are discussed.
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    Multichannel relational communication strategy: does one-sized strategy fit all customers?
    (2024) CARLA SOFIA DIAS MOREIRA RAMOS; ADRIANA BRUSCATO BORTOLUZZO; DANNY PIMENTEL CLARO
    This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.