La importancia del ajuste entre el sistema de incentivos retributivo y el entorno de la empresa para el éxito de la organización: una aplicación a la fuerza de ventas
DOI:
https://doi.org/10.51302/rtss.2005.8925Resumen
El personal de ventas en las organizaciones tiene la misión crucial de conseguir ingresos para la empresa, de forma que ésta pueda mantener sus operaciones. Debido a lo delicado de esta tarea para la supervivencia y éxito de la organización, se han dedicado generosos esfuerzos a conseguir un mayor estímulo y control del trabajo de los vendedores. Uno de los más destacados se corresponde con la utilización de sistemas de incentivos, muy variados, pero todos persiguiendo una mejora del rendimiento de la fuerza de ventas y, como consecuencia, unos mejores resultados empresariales.
El presente trabajo trata de arrojar algunas luces sobre las siguientes incógnitas que se plantean en cuanto al diseño de sistemas de retribución variable para la fuerza de ventas: ¿De qué depende el éxito de un plan retributivo para el personal de ventas? ¿Qué variables empresariales, de la fuerza de ventas y del entorno en el que desarrollan su actividad, hacen más aconsejable un mayor nivel de incentivos? ¿Cómo se puede valorar el éxito de un plan retributivo? ¿Existen los planes retributivos ideales?
Para estudiar estas cuestiones hemos realizado una revisión teórica de las distintas perspectivas, principalmente la de la Teoría de Agencia para, posteriormente, lanzar un cuestionario construido para validar el modelo teórico propuesto en una muestra de empresas industriales localizadas en España. Por último, se analizó la relación de la congruencia de la intensidad de los incentivos retributivos con las circunstancias empresariales y su influencia en el rendimiento de la empresa y de la fuerza de ventas.
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