The role of environmental turbulence, readiness for change, and salesperson learning in the success of sales force change Academic Article uri icon


  • Todays sales forces are under pressure to change or risk becoming extinct. Changes in the business marketplace have accelerated the need for salespeople to learn continuously. The purpose of this paper is to examine readiness for change in a sales force context. Change is presumed to be initiated in response to some galvanizing event in the business environment. Business turbulence requires recognition of the need for change by members of the sales organization. We discuss the sales forces perceptions of a sales organizations readiness for change and propose that these perceptions impact the organizations change success. Furthermore, an organizations culture, climate, and policies are proposed as key drivers of an organizations readiness for change. Sales force perceptions of organizational readiness for change are then posited to be related to several measures of change success. The paper concludes with a call for more research on salespersons learning orientation and sales organizational readiness for change as keys to sales performance. 2002 PSE National Educational Foundation. All rights reserved.

published proceedings

  • Journal of Personal Selling and Sales Management

author list (cited authors)

  • Chonko, L. B., Jones, E., Roberts, J. A., & Dubinsky, A. J.

complete list of authors

  • Chonko, LB||Jones, E||Roberts, JA||Dubinsky, AJ

publication date

  • January 2002