New research co-authored by a UC Riverside business professor provides some sound advice for managers of retail outlets that limit their product selection to a particular brand: Managers should factor in the strength of their brand when structuring the pay incentives for their sales staff. The study, “Group or Individual Sales Incentives? What is Best for Brand-Managed Retail Sales Operations?” is published in the Journal of Marketing.
Group sales incentives boost weak brand sales, study finds
