Cet article analyse le problème de la rotation des forces de vente. Il en expose les mécanismes et met en perspective ses antécédents et ses conséquences. Ainsi, on y distingue les différents types de coûts (et parfois de bénéfices) qui peuvent résulter de la rotation. D'autre part, la synthèse des principales recherches dans ce domaine fait apparaître cinq grands facteurs antécédents de la rotation, à savoir l'environnement de l'entreprise, les caractéristiques des vendeurs, les politiques de l'entreprise, les niveaux de satisfaction et de motivation des vendeurs, ainsi que leur performance. Tout en soulignant les limites, cet article identifie les actions qui sont et qui peuvent être entreprises par les managers pour en arriver à une gestion rationnelle de la rotation des commerciaux.
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