Fatores determinantes do desempenho em vendas no Brasil: uma meta-análise
DOI:
https://doi.org/10.5585/remark.v21i5.21923Palabras clave:
Desempenho, Vendas, Determinantes, Meta-análise, BrasilResumen
Objetivo do estudo: O objetivo desse estudo foi sintetizar a literatura sobre os determinantes de vendas em amostras brasileiras e traçar um panorama geral do sucesso de vendas em comparação ao contexto internacional.
Metodologia/Abordagem: O estudo foi realizado por meio de uma meta-análise que integrou os achados da literatura de vendas. A partir de consulta nas principais bases de dados científicas, identificou-se 51 artigos, com 65 estudos, 518 efeitos dos determinantes do desempenho de vendas no Brasil e uma amostra total de 10.883 vendedores. Os determinantes foram classificados em aptidões, fatores psicossociais, motivação, fatores pessoais, habilidades, atividades estratégicas, ambiente interno e externo e os efeitos foram calculados usando o coeficiente de correlação de Pearson (r) com a ferramenta Meta-Essentials. Moderadores contextuais, demográficos e metodológicos foram inseridos para controlar os efeitos.
Principais resultados: Os resultados revelaram que habilidades, engajamento no trabalho, aptidões, cultura interna e escolhas cognitivas dos vendedores são os principais determinantes do desempenho no Brasil. Os moderadores indicaram diferenças de efeitos entre os setores, contextos e tipos de mensuração e publicação.
Contribuições teóricas/metodológicas: Essa pesquisa contribui por ressaltar as habilidades, aptidões e aspectos relacionais dos vendedores como principais determinantes do desempenho em vendas no Brasil em detrimento de determinantes difundidos em pesquisas internacionais. A análise dos moderadores contribui metodologicamente com sugestões para aumentar o rigor para novas pesquisas em vendas no Brasil.
Relevância/originalidade: O estudo inova ao identificar e comparar fatores determinantes de vendas no Brasil com outros resultados amplamente divulgados na literatura internacional.
Implicações para a gestão ou sociais: O estudo sugere implicações para gestão de equipes de vendas que consideram idiossincrasias da cultura brasileira, por exemplo, entre os achados identifica-se a importância de desenvolver as habilidades de apresentação, argumentação e persuasão do vendedor para o fechamento da venda no Brasil.
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