Résumé
While the development of multi-channel strategies is not new in the service area, call centres and the Internet are becoming more and more important. This situation, never seen before, has consequences for the management of the whole company, but especially for the sales organization and its use of compensation and other salesperson control strategies. Based on a triangulation approach, we conducted several qualitative studies. Based on those results, we propose a global overview of the managerial stakes those companies have to face when implementing such a strategy. Then we focus our paper on the reason why the implementation of such strategies can limit the impact of compensation plans considered as controlling tools of the sales force. Based on Vroom's expectancy theory (1964), very practical propositions are developed to re-establish the compensation plan as an effective tool to control and motivate salespeople. [PUB ABSTRACT] Reproduced by permission of Bibliothèque de Sciences Po