New Product Development Under Changing Economic Conditions: The Role of the Sales Force

Abstract

An increasing role for the sales force in the new product development process is proposed. The sales job itself has been evolving toward one of relationship building with customers. Marketplace and economic changes such as globalization and large debt have caused firms to look much more carefully at the allocation of their resources, including expenditures on the new product development process. These and other factors, such as the disenchantment with marketing research and personnel downsizing, suggest that the sales force might begin to play an expanded role in new product development. The pros and cons of this strategy, along with its implications for sales force management, are discussed.