The importance of brand strength when designing group and individual sales incentives in brand-managed retail sales settings
Researchers from Wake Forest University and University of California-Riverside published a new Journal of Marketing article that examines the dynamic BMR retail context and investigates the sales incentives there.
The study, forthcoming in the Journal of Marketing, is titled “Group or Individual Sales Incentives? What is Best for Brand-Managed Retail Sales Operations?” and is authored by Wenshu Zhang, Jia Li, and Subramanian Balachander.
Should a brand adopt group or individual sales incentives for its retail sales force? Could differences in brand strength or brand equity affect how brands incentivize their sales ...













