Abstract:
This study proposes a framework that identifies and explains the relationships of input, mediating, and output variables for global sales training
programs. Input or antecedent variables include high-quality: determination of sales training needs, objective setting, designing/implementing the
training program, and evaluating training outcomes. The mediating variable culture is measured by a latent indicator: managers' perceived
importance/perceived adequacy. The output or consequence variable is the quantitative improvement a firm measures in sales force performance
that results from global sales training in the form of increases in sales revenue, profitability, decreased customer complaints, and/or reduced selling
expenses. This framework is an initial attempt to synthesize existing knowledge about how to conduct effective sales training programs in crosscultural
settings. The article also offers research propositions that can be tested to advance our understanding of global sales training, discusses
managerial implications, identifies limitations encountered by global sales training practitioners, and suggests future study opportunities for
researchers.
