AN EXPLORATORY CASE STUDY OF MANAGERS’ PERCEPTION OF THE COMPLEXITY OF SALES ENVIRONMENT IN SELECTED FIRMS IN GOMBAK-SELANGOR MALAYSIA

Abstract

Purpose – The purpose of this paper was to explore perception of group of managers on the complexity of contemporary sales environment in Gombak, Selangor. This was to understand how the managers went about conducting business in such environment, and to highlight the critical success factors in sales management. The study focussed on the nature and constituents of the sales environment and its influence on the sales performance. Design/method/approach – The study adopted case study design where managers of the
selected companies were involved in semi-standard face-to-face interview to collect data on their perception of the sales environment. The interviews were voice recorded and later transcribed for analysis. Thematic and conversation analysis techniques were used to identify the key themes for further consideration and discussion.
Findings – This study found out that the managers’ perceptions varied on constituents of sales environment depending on their business location, the manager’s nationality, the products the business dealt in and the industry of the firms. In addition, the managers agreed that sales environment impacts on sales and influences sales management decisions. Research limitations/implication – This study was limited to a narrow geographical scope, few selected small-scale firms dealing in consumer goods. It was a cross-sectional study. It generated practical business issues that modern managers especially those engaged in consumer goods can pay attention to for the betterment of the business sales. Practical implications – The sales environment determines the business decisions and operations. The extent of influence of each of the components of the sales environment
varies. However, the bottom line is that the firm manager needs to have total awareness of the business environment in general and that of sales in particular. This is because the business decisions depend on the business the firm deals in and/or sales environment. Originality/value – The study enables small-scale business managers to gain insight into the intricacies and dynamics of the sales management.