Auflistung nach Autor:in "Stros, Michael"

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Personal sales success factors in a wealthy market environment
(Institute of Eastern Europe and Central Asia, 2019) Stros, Michael; Říha, David; Říhová, Elena; Lim, Leng Khim (Lynn)
This study aimed to determine the success factors in personal sales in a wealthy market environment. For this purpose, a quasi-experimental design was formulated and the Swiss automotive market was selected. This market has some peculiarities in comparison to other markets, such as generally wealthy customers who demand fuel-efficient cars with significant horse power in the higher price range. Videos of personal sales conversations were produced and shown to the study participants for evaluation. The sales took place in the automotive sector, but the results can be transferred to other sectors. The theoretical concept of personal sales is introduced, sales theories, techniques and strategies are discussed. The different types of communication are introduced and explained. As a result, a factor analysis is conducted in order to interpret the results. The paper provides then conclusions by discussing and construing the results. Theoretical and managerial contributions and possible limitations are derived.
01A - Beitrag in wissenschaftlicher Zeitschrift
Salesperson authenticity and gender-based perceptions: an international study
(Institute of Eastern Europe and Central Asia, 2020) Stros, Michael; Heinze, Timothy; Říha, David; Möslein-Tröppner, Bodo; Říhová, Elena; Lim, Leng Khim (Lynn)
Mirroring the increasing percentage of women in the professional workforce, the number of females in sales has dramatically risen in recent years. The growth of gender diversity within the world of B-to-B buying and selling requires an examination of potential gender effects associated with interpersonal communications. The latter influences perceptions of authenticity, which in turn, influence sales effectiveness. The current study uses an international sample to review interpersonal communication drivers that are associated with buyer perceptions of salesperson authenticity. Gender differences associated with the processing of body language and the spoken word are particularly examined. Results indicate that, in high-involvement sales situations, female perceptions of salesperson authenticity are highly influenced by salesperson body language. Male perceptions, conversely, are more heavily influenced by the spoken word. Implications for sales training are provided.
01A - Beitrag in wissenschaftlicher Zeitschrift
Strategies and personal sales in pharmaceutical marketing — an overview
(2019) Stros, Michael; Říha, David; Lim, Leng Khim (Lynn); Říhová, Elena; Löster, Tomáš; Pavelka, Tomáš
In pharmaceutical marketing, conception of a strategy for a new product market launch is an everyday practice, but one that is crucial for success. The aim of this paper is to provide an overview of the most relevant marketing strategies and personal sales techniques. Over time, numerous successful strategies and measures have been established for strategic and operational management of the pharmaceutical industry. Determination of the most effective mix of strategies and measures, combined with the right timing, is a prerequisite for achieving maximized sales of pharmaceutical products. In addition, a high level of market penetration should be sought at an early stage of a market launch.
04B - Beitrag Konferenzschrift