Effects of Salesperson Experience, Age, and Goal Setting on New Product Performance Trajectory: A Growth Curve Modeling Approach

Abstract

Based on survey data from 314 industrial salespeople, this study sheds light on the growth trajectory of a new product in the first 15 months after its launch, a critical period of new product success. A growth curve model was estimated using SAS Proc Mixed and the findings indicate that new product performance grows nonlinearly during this 15-month time frame. More importantly, salesperson-level factors significantly influence the new product performance growth. Specifically, the salesperson experience has a positive impact, whereas age has a negative impact on new product growth trajectory. These findings underscore the importance of effective alignment of the sales force in selling new products.