The needs of subordinators from their supervisors: The perception differences between pharmaceutical sales-representatives and their supervisors

• Main Authors: Wang, Chia-kuo, 王家國
• Other Authors: Fu, Chi-Jung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06928025042189511241

碩士 === 開南大學 === 商學院碩士在職專班 === 99 === The purpose of the study is to investigate the needs of sales-representatives from their supervisors. By using DEMATEL and ANP as the data analysis techniques, this study also examines the relative importance of three leadership functions: provide proper leadership, provide related product knowledge, and provide marketing assistances. To investigate the relatively influential relationship among study variables, a DEMATEL questionnaire survey was piloted with six responses from field experts. To study the relatively importance among study variables, an ANP questionnaire survey was conducted with 22 responses from the population. The analysis results lead to several conclusions. The sales-representatives tended to believe that providing marketing assistances were the most important support they will need from their supervisors. However, from the supervisors’ perspective, the related product knowledge was what they think that their subordinators need the most. There was one thing in common. Both the sales-representatives and their supervisors tended to believe that a considerate leader will do a better job in the pharmaceutical industry. With these conclusions, several suggestions were also provided. Clearly, there are perceptually gaps between supervisors and sales-representatives in the pharmaceutical industry about what were needed by the sales-representatives from their supervisors. To ensure that the pharmaceutical sales-representatives be able to do best in their jobs, it is important to balance those gaps. As there are several limitations in this study, several suggestions for the further study are aslo provided.