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Increasing distributor performance: implementation of an incentive system for distributors in compliance with competition law
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Resumo(s)
This paper examines the impact of monetary and non-monetary incentives on distributor
performance in a case company. It assesses how incentives influence motivation, loyalty, and
relationship quality. The study uses qualitative research with key account managers, revealing
that both monetary and non-monetary incentives are crucial in motivating distributors, while
monetary incentives drive immediate performance, and non-monetary rewards foster long-term
commitment. It suggests that trust is important for performance, but overemphasis on
commitment can be counterproductive. The findings advocate for a mixed incentive system that
aligns with distributors' needs and performance goals, challenging the importance of loyalty as
a performance driver.
Descrição
Palavras-chave
Incentive system Performance Distribution channel Monetary incentives Non-monetary incentives Competition law