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Media Sales Management and New Product Innovation: An Exploratory Study

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Abstract:

The advent of a product innovation can provide a unique and potentially profitable opportunity for a media firm. The sales department primarily has responsibility for capitalizing on these opportunities and can increase the chance of success if the salespeople believe in the value of the innovation (Booz, Allen, & Hamilton 1982). Even though the sales team structure may not be altered by a new product rollout, the increased product-market scope resulting from the introduction can have major effects on the department’s ability to increase revenues. As such, this study explores how the sales team’s perceived value of the innovation, sales team structure, and product-market scope can impact firm outcomes. This is accomplished via nine semi-structured depth interviews with television executives overseeing sales teams amidst the introduction of the new product innovation of multicasting.

Most Common Document Word Stems:

sale (123), product (92), sell (62), channel (60), market (59), innov (54), manag (52), station (50), new (50), valu (46), team (44), multicast (43), gm (42), broadcast (42), 1 (34), cabl (32), one (32), digit (30), media (30), offer (29), network (28),
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Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p519999_index.html
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MLA Citation:

Holmes, Todd. "Media Sales Management and New Product Innovation: An Exploratory Study" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p519999_index.html>

APA Citation:

Holmes, T. , 2011-08-10 "Media Sales Management and New Product Innovation: An Exploratory Study" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p519999_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The advent of a product innovation can provide a unique and potentially profitable opportunity for a media firm. The sales department primarily has responsibility for capitalizing on these opportunities and can increase the chance of success if the salespeople believe in the value of the innovation (Booz, Allen, & Hamilton 1982). Even though the sales team structure may not be altered by a new product rollout, the increased product-market scope resulting from the introduction can have major effects on the department’s ability to increase revenues. As such, this study explores how the sales team’s perceived value of the innovation, sales team structure, and product-market scope can impact firm outcomes. This is accomplished via nine semi-structured depth interviews with television executives overseeing sales teams amidst the introduction of the new product innovation of multicasting.


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Rationalization, Standardization, or Market Diversity? Radio Station Networks and Market Structure in U.S. Broadcasting, 1927-1950

Management of Innovation in the Product and Technology Markets


 
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