¿Cómo podemos distinguir a los vendedores éticos de los que no lo son?: Implicaciones para el proceso de selección y formación de los comerciales

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Publicado 18-09-2018
Sergio Román Nicolás Rocío Rodríguez Herrera

Resumen

Actualmente las organizaciones necesitan dar prestigio a sus equipos de ventas, conocedoras de la influencia que tienen los vendedores sobre el éxito o fracaso de la empresa y de la deteriorada imagen que la sociedad ha tenido tradicionalmente de los vendedores, debido en parte, a la utilización de prácticas éticamente cuestionables por parte de los mismos. Nuestro trabajo tiene como principal objetivo analizar el efecto de determinadas variables demográficas (género, formación y edad) y de personalidad (maquiavelismo y materialismo) sobre las evaluaciones que los vendedores hacen de diversos comportamientos de venta éticamente cuestionables. Aplicamos la prueba t-student para diferencia de medias sobre una muestra de 199 comerciales. Los resultados revelan que todas las variables consideradas, excepto el género, influyen significativamente sobre los juicios éticos de los comerciales. Las importantes implicaciones de estos resultados para el proceso de selección y formación del equipo comercial son discutidas al final del artículo.

Cómo citar

Román Nicolás, S., & Rodríguez Herrera, R. (2018). ¿Cómo podemos distinguir a los vendedores éticos de los que no lo son?: Implicaciones para el proceso de selección y formación de los comerciales. Cuadernos De Gestión, 11(3), 85–99. https://doi.org/10.5295/cdg.100273sr
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Keywords

comportamientos de venta éticamente cuestionables, variables demográficas, variables de personalidad, selección de vendedores, formación de vendedores

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