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Originally presented as the author's Thesis--Universität Magdeburg, 2007. / Includes bibliographical references.

Thesis (Ph. D.)--University of Missouri-Columbia, 2001. / Typescript. Vita. Includes bibliographical references (leaves 193-200). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2001. / Typescript. Vita. Includes bibliographical references (leaves 193-200). Also available on the Internet.

In the highly competitive environment businesses invest big amounts of money into the new product development. New product success potentially depends on different factors among which salespeople play an important role. The aim of this paper is to explore the potential link between salespeople’s personality, motivation to sell new products and performance in selling new products. Based on the theoretical background of the Big Five personality dimensions, motivation and selling performance hypotheses were formulated and tested using statistical methods of correlation and regression analysis. The data was collected within one technologically intensive organization – ABB AB in Sweden using online web questionnaire and self-assessment measurements. Total investigation was conducted among organization’s salesforce. The findings confirm the importance of salesperson’s personality empirically showing that the latter significantly predicts both motivation and performance in selling new products. From all the Big Five Extraversion was confirmed to be the most important predictor of both motivation and performance in selling new products. Extraversion was found positively related with both motivation and performance in selling new products. Salespeople scoring high in Extraversion and especially possessing such characteristics as confident, energetic and sociable tend to be more motivated to sell new products and show higher performance results. Other personality dimensions such as Agreeableness, Conscientiousness, Neuroticism, and Openness to experience complexly approached are not proved to be significantly related neither with motivation nor performance in selling new products. The results are explained by the extreme importance of Extraversion in new product selling situation which analyzing in combination with the other personality dimensions suppresses the others. Finding regarding controlling for certain demographical characteristics of salespeople reveal that performance in selling new products is determined by selling experience. Salespeople’s age is not proved to be significantly related neither with motivation nor performance in selling new products. Findings regarding salespeople’s gender though proposing that males are more motivated to sell new products cannot be generalized due to the study limitations.

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Sequential Innovation involves the serial commercialization of improving products based on technologies that improve over time. In many industries such as semiconductors, electronics and computers, fundamental advances have presented firms with opportunities to substantially improve their product's capabilities in very short periods of time. Customers who invest in these products may, however, react adversely to rapid improvements that obsolete their previously purchased products. In the case of breakthrough products that create categories of their own, potential consumers might even be unaware of their own valuation for new products. In this dissertation, I identify and analyze some means by which a firm can engage in sequential innovation in the face of such apprehensions. In particular, I focus on three aspects of product development that have important implications for its eventual success in the market: product design, sourcing of components and distribution channels. In the first essay, motivated by an emerging trend in industrial markets, I analyze the role of modular upgradable designs in managing the introduction of rapidly improving products. I show that modular upgradability can reduce the need for slowing the pace of innovation or foregoing upgrade pricing. In the second essay, I study a dual set of challenges that arise for the modular innovator in the presence of strategic consumers and suppliers. The firm's ability to credibly signal its future design strategy could be adversely affected under various sourcing arrangements for peripheral components of the modular product. Even when consumers strategically plan their purchases while taking into account the firm's incentives, they often have limited understanding of their own valuation of a product before they buy it. In the third essay, I consider the role played by channels of distribution that play an educational role when selling sequentially improving products to such consumers who are uncertain about their preferences. The contribution of this dissertation is to formalize the sequential innovation problem and propose solutions that can help firms in synchronizing product development decisions with customers and other value-chain partners. / text

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