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PurposeThe purpose of this research is to provide an empirical examination of the role of the salesperson in the new product/service development process.Design/methodology/approachA survey was mailed to 2,650 sales managers representing US firms across the nation, and the resulting sample size consisted of 246 respondents with a response rate of 9.3 percent. The survey sample included firms with a business‐to‐business emphasis, and those with a minimum of 50 employees.FindingsThe majority of the respondents reported that salespeople are indirectly or directly involved in the new product/service development process. In spite of this contribution, many firms do not directly reward salespeople for their involvement. Offering appropriate incentives could greatly increase their efforts to collect information for new product/service idea generation.Research limitations/implicationsSuggested future research includes the perspectives of salespeople, new product development directors, etc. In addition, the study was strictly domestic and could benefit from an international focus, as well as a comparison of products versus services sectors.Practical implicationsThe findings from this study can be used by managers as a benchmark for assessing sales force participation in the new product/service development, and to identify ways to encourage increased participation by the sales force with incentives.Originality/valueLittle formalized research has been conducted on the specific role that salespeople play in the new product/service development process. The findings from this study may provide strategic guidance to organizations with respect to the role of salespeople in the critical new product/service development process.

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Most recent work in the area of new product development has been of a theoretically prescriptive basis, ignoring, to a large degree, the current state of affairs in US corporations. The study examines, on a comparative basis, consumer and business products organizations, practices being utilized to guide the development process and key factors influencing the success/failure of the process. Results from an empirical study reveal that: (1) there is no one best means to structure the process; (2) top management commitment to and support of the process is a critical factor; (3) knowledge of markets and customers remains elusive; and (4) more similarities than differences exist between the practices undertaken by and the factors influencing success/failure in consumer versus business products organizations.

With the movement in the U.S. economy toward a total quality environment, there will be a greater focus on relationships building within an organization. This study sought to empirically explore the association between sales manager salesperson relationships and salesperson motivation, stress, and evaluation of the manager. Results suggest that cadres (high quality relationships) are higher on extrinsic and intrinsic instrumentality, extrinsic valence, and evaluation of their manager. Cadres are lower on the role overload, role insufficiency, role ambiguity, and role conflict. Implications of these findings and suggestions for future research are offered.