Marketing Planning and Sales Autonomy as a Combination Remedy for Marketing Myopathy

Abstract

This study empirically examines that marketing planning and sales autonomy both invigorate sales activities to achieve better business performance. Here an organization has effective remedies for the marketing myopathy that may afflict it when its salespeople cannot vigorously engage in on-the-spot activities. The study reveals a dilemma: sales autonomy encourages sales activities, but it also results in negative business performance. The authors examined the contribution of marketing planning in attaining better performance. Marketing planning guides salespeople in a right direction without inviting any negative aspects.