Table of Content

[FONT="]Chapter Title Page

[FONT="]

[FONT="]Title Page . i

[FONT="]Abstract . [FONT="]ii[FONT="]

[FONT="]Acknowledgement [FONT="]iii[FONT="]

[FONT="]Table of Content . [FONT="]iv[FONT="]

[FONT="]List of Tables [FONT="]vi[FONT="]

[FONT="]List of Figures [FONT="]vii[FONT="]

[FONT="]1. Introduction [FONT="]1[FONT="]

[FONT="]1.1 Rationale of the Research [FONT="]1[FONT="]

[FONT="]1.1.1 Role of motivation to the sales force [FONT="]1[FONT="]

[FONT="]1.1.2 Selling as a new career in Vietnam . [FONT="]1[FONT="]

[FONT="]1.2 Problem statement [FONT="]1[FONT="]

[FONT="]1.3 Research objectives . [FONT="]2[FONT="]

[FONT="]1.4 Information needs . [FONT="]2[FONT="]

[FONT="]1.4.1 From the sales reps . [FONT="]2[FONT="]

[FONT="]1.4.2 From sales managers [FONT="]3[FONT="]

[FONT="]2. Literature review . [FONT="]4[FONT="]

[FONT="]2.1 Model of salesperson motivation . [FONT="]4[FONT="]

[FONT="]2.2 Previous findings on motivation of the sales force . [FONT="]5[FONT="]

[FONT="]2.2.1 Expectancy estimates [FONT="]5[FONT="]

[FONT="]2.2.2 Instrumentality estimates . [FONT="]6[FONT="]

[FONT="]2.2.3 Valence estimates [FONT="]6[FONT="]

[FONT="]2.2.4 Fairness [FONT="]7[FONT="]

[FONT="]3. Research methodology . [FONT="]8[FONT="]

[FONT="]3.1 Data collection . [FONT="]8[FONT="]

[FONT="]3.1.1 Companies investigated . [FONT="]8[FONT="]

[FONT="]3.1.2 In-depth interviews . [FONT="]9[FONT="]

[FONT="]3.1.3 Interviewing and data processing [FONT="]10[FONT="]

[FONT="]3.2 Scope of the research [FONT="]11[FONT="]

[FONT="]3.3 Research Framework [FONT="]12[FONT="]

[FONT="]4. Findings . [FONT="]13[FONT="]

[FONT="]4.1 Introductions to the two sectors: JVs and SOEs [FONT="]13[FONT="]

[FONT="]4.1.1 State owned enterprises (SOEs) . [FONT="]13[FONT="]

[FONT="]4.1.2 Joint ventures (JVs) . [FONT="]13[FONT="]

[FONT="]4.2 Background findings [FONT="]14[FONT="]

[FONT="]4.2.1 Channels [FONT="]14[FONT="]

[FONT="]4.2.2 Recruiting . [FONT="]15[FONT="]

[FONT="]4.2.3 Orientation [FONT="]18[FONT="]

[FONT="]4.2.4 A typical sales rep’s profile [FONT="]19[FONT="]

[FONT="]4.3 Motivational perceptions . [FONT="]20[FONT="]

[FONT="]4.3.1 Effort – Performance Relationship . [FONT="]20[FONT="]

[FONT="]4.3.2 Performance – Rewards relationship and Fairness [FONT="]22[FONT="]

[FONT="]4.3.3 Valence of rewards [FONT="]22[FONT="]

[FONT="]4.4 Motivational practices . [FONT="]31[FONT="]

[FONT="]4.4.1 Setting up motivational policies, incentive packages, or/and campaigns, programs [FONT="]31[FONT="]

[FONT="]4.4.2 Communicating these program to sales reps [FONT="]33[FONT="]

[FONT="]4.4.3 Monitoring and facilitating implementation [FONT="]33[FONT="]

[FONT="]4.4.4 Evaluating, reinforcing and improving the programs [FONT="]34[FONT="]

[FONT="]4.5 Limitations and directions for future studies . [FONT="]34[FONT="]

[FONT="]5. Recommendations . [FONT="]35[FONT="]

[FONT="]5.1 To joint ventures: creating a parallel multi-ladder sales system [FONT="]35[FONT="]

[FONT="]5.1.1 A parallel multi-ladder sales system [FONT="]35[FONT="]

[FONT="]5.1.2 Benefits of a parallel multi-ladder sales system . [FONT="]36[FONT="]

[FONT="]5.1.3 Disadvantages of a multi-ladder sales system [FONT="]37[FONT="]

[FONT="]5.2 Recommendations to SOEs: recruiting a new sales head [FONT="]37[FONT="]

[FONT="]5.2.1 Prerequisites and feasibility of the suggestion . [FONT="]38[FONT="]

[FONT="]5.2.2 Why does recruiting a new sales head help? [FONT="]40[FONT="]

[FONT="]5.3 Conclusions . [FONT="]40[FONT="]

[FONT="] Reference: . [FONT="]42[FONT="]

[FONT="] Appendix 1: Guideline questions for interviews . [FONT="]44[FONT="]

[FONT="] Appendix 2: Ranking of the importance of rewards . [FONT="]45[FONT="