Developing Managers Who can Manage and Lead Sales Forces in Multicultural Markets

Rolph Anderson, Rajiv Mehta

Research output: Chapter in Book/Report/Conference proceedingChapter


Today’s salespeople must be trained to sell in multicultural markets, yet those largely responsible for sales training, i.e., sales managers, also need multicultural training. The limited literature on sales management training indicates that most sales managers receive little or no training, and rarely does the training cover multicultural markets. Unless sales managers receive sufficient multicultural training, their sales forces and their companies will have difficulty competing globally in the 21st Century.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages5
StatePublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


  • Chinese Negotiator
  • Multicultural Training
  • Personal Selling
  • Sales Force
  • Sales Manager


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