Development of a benchmarking tool to improve sales performance in a multinational corporation

  • Jeremy Noad

Student thesis: Doctoral Thesis


This research thesis addresses issues of sales performance within a multinational corporation. The study identifies sales force effectiveness processes that are important for improved performance. Sales force effectiveness is a key challenge for organisations, but few studies have addressed the issues in relation to multinational organisations. As an applied professional doctorate, this study also contributes the design of a sales effectiveness benchmarking tool that can be used in countries to assess their sales effectiveness processes and identify actions for improvement.
The research reported here was undertaken through a case study
methodology encompassing two research phases. The first phase developed a model of sales force effectiveness and identified sales force effectiveness processes appropriate to a benchmarking tool. The second phase applied the knowledge created in phase 1 to develop and implement a benchmarking tool. The research design involved qualitative interviews with chief sales officers in phase 1 and participatory action research in phase 2.
The applied outcome of the study is a benchmarking tool that was developed and implemented in 11 countries and contributes a new measure of sales force effectiveness. The study adds to the body of knowledge on the topic of benchmarking, business process management, and sales force effectiveness processes.
Date of AwardJun 2017
Original languageEnglish
Awarding Institution
  • University of Portsmouth
SupervisorBeth Rogers (Supervisor) & Lana Mowdy (Supervisor)

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