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What entrepreneurs get wrong
(Harvard Business School Publishing, 2013)
Onyemah, Vincent
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Rivera-Pesquera, Martha
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Ali, Abdul
Salesmanship is central to a startup's success, but many entrepreneurs ignore this simple fact. They may believe that their idea will sell itself or that there's no point visiting a prospective customer without a finished product in hand. Those who search for sales advice find mostly tools and techniques for established companies. In a study of 120 entrepreneurs in six countries, more than half fully developed their products before getting feedback from potential buyers. Looking back, most said that was a mistake. Those who did start selling early did not spend enough time listening to prospects' reactions. Other mistakes included offering discounts to close initial deals, making early sales to family and friends, and failing to choose first customers strategically. When they did go on sales calls, the entrepreneurs fielded tough questions about the efficacy of their products, their credibility and experience, the size of their companies, their prices, and the cost of switching to an unproven offering. A sales model geared to entrepreneurs accounts for the fact that information gleaned during the sales process can be crucial in designing (or redesigning) the product itself. The model calls for meeting with prospects as soon as an idea is conceived to learn if it has broad appeal. The answer to that question determines whether the entrepreneurs jettison the idea, return to the drawing board, or proceed to prototype development and further testing with potential customers. INSET: Idea in Brief. ©Harvard Business Review
34 1
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Entrepreneurial selling : the facts every entrepreneur must know
(Business Expert Press, 2021)
Onyemah, Vincent
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Rivera-Pesquera, Martha
Addresses the unique challenges faced by entrepreneurs in search of buy-ins for novel ideas, products, or services. In addition to describing typical hurdles, it offers strategies to win over customers, employees, financiers, suppliers, board members, and other collaborators. While most books on entrepreneurship focus on the profile of entrepreneurs and startup capital, Entrepreneurial Selling sheds light on how entrepreneurs can excel at selling to obtain resources of all kinds. The success of a novel idea hinges on identifying, reaching, engaging, and convincing different stakeholders of its merits. Basically, entrepreneurship is not possible without the ability to sell. Based on multiyear field studies and many consulting projects with entrepreneurs in Africa, Asia, Europe, Latin America, Middle East, and North America, the insight contained herein should give entrepreneurs a "leg up" by helping them to prevent costly mistakes and increase the odds of realizing their dreams. Ultimately, the goal is to move beyond wishful thinking and into a strong business foundation by facilitating early reality checks that will inform productive usage of entrepreneurs' limited resources. ©Business Expert Press
33 2
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Latin America Management Research: Review, Synthesis, and Extension
(Southern Management Association, 2011)
Nicholls-Nixon, Charlene L.
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Dávila Castilla, José Antonio
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Sánchez García, Julián
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Rivera-Pesquera, Martha
Asia and Latin America are significant emerging economies. While Asian management research has been comprehensively reviewed, the understanding of Latin America management research is fragmented. The authors address this gap by providing the first literature review of Latin America management research. Defining management research broadly (looking across the subfields of international business, strategy, entrepreneurship, organization behavior and human resources, and business ethics), this literature review responds to the call for management researchers to contextualize their research. The article begins by examining the contextual dimensions that make Latin America distinctive. The authors then review Latin America management research and position it within the larger body of emerging economy research. They conclude by presenting a framework and research agenda to guide future efforts at theory development in the Latin American context. ©Journal of Management, Southern Management Association.
Scopus© Citations 111 25 1
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Salesperson resistance to change: an empirical investigation of antecedents and outcomes
(Emerald Group Publishing Limited, 2012)
Jaramillo, Fernando
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Prakash Mulki, Jay
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Onyemah, Vincent
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Rivera-Pesquera, Martha
Purpose: The purpose of this paper is to investigate why salespeople resist change and the impact of resistance to change on customer responsiveness and performance outcomes. Design/methodology/approach: Survey responses derived from 233 salespeople from three large financial institutions in Mexico are used to test relationships involving salespersons’ resistance to change. Publisher: Emerald Group Publishing Limited Copyright © 2012, Emerald Group Publishing Limited
Scopus© Citations 14 17 2
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Regulation of emotions, interpersonal conflict, and job performance for salespeople
(Elsevier, 2015)
Mulki, Jay Prakash
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Jaramillo, Fernando
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Goad, Emily A.
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Rivera-Pesquera, Martha
Careers in sales involve stress, which often translates to role stress that negatively impacts performance. To address this important issue, the present research examines an antecedent of stress, salespeople's regulation of emotions and the impact on organizational outcomes. Study findings show that salespeople's regulation of emotions is conducive to reducing interpersonal conflict and felt stress, which eventually leads to higher performance. Also, findings show the favorable effect of salespeople's ability to regulate emotions in reducing felt stress is stronger at higher levels of vertical collectivism. Study results are outlined along with managerial implications, which have especially important implications for organizations operating in emerging countries. ©Journal of Business Research
Scopus© Citations 86 14 1
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Salesperson turnover intention: a tale of two countries
(Emerald Publishing Limited, 2021)
Onyemah, Vincent
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Mulki, Jay P.
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Rivera-Pesquera, Martha
Purpose: A significant amount of research has shown that drivers of employee attitudes, and behaviors leading to outcome variables such as turnover intentions, are strongly influenced by national culture. This study focuses on the difference in relationships among some critical variables between two emerging economies with similar cultural indices. Design/methodology/approach: Survey questionnaire was used to collect responses from salespeople in two countries. Correlation analysis and structural equation modeling were used to provide support for the stated hypotheses. Publisher: Emerald Publishing Limited Copyright © 2021, Emerald Publishing Limited
Scopus© Citations 3 17 1
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Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context
(SAGE Publications Inc, 2021)
Rivera-Pesquera, Martha
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Cacho-Elizondo, Silvia
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Duran-Dergal, Rafael
New immersive technologies (NITs) can be an ally or a rival when it comes to brand relationships. Given the multiplicity of options, marketers need to understand their customers also as audiences seeking experiences. However, such experiences need to exist within a company’s digital ecosystem. This study presents an analysis of six companies that have used NITs to varying degrees. We propose a framework in which more cases of NIT usage in companies can be studied. We conclude that the more the initiatives come from a company’s top-management overall ecosystem transformation, the more likely NIT adoption will fit into a general strategy for a brand-strengthening process and the more it will be effective. This exploratory analysis opens up a path for building new frameworks to measure a company’s degree of involvement with and usage of interactive technologies. ©SAGE Publications Inc.
Scopus© Citations 1 17 2

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