Managing the industrial salesforce culture

The concept of culture has been an important subject of managerial interest over the past decade, yet little has been written about how culture can be managed within the industrial salesforce. Describes the key components of a salesforce culture and explains the characteristics of a well‐managed salesforce culture. Finally, develops suggestions for managing the industrial salesforce culture around three strategic factors: planning, implementation and control. Concludes by providing some guidelines for further research in this important area.