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The role of bonus and commission schemes in value co-creation: exploring Tensions and Conflicts in Car Dealerships
Kristianstad University, Faculty of Business.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Bonus and commission schemes are common practice among firms as an incentive for the salesforce. Despite the growing body of literature on value co-creation and the practical relevance, it remains unknown how these management tools relate to each other. There is a gap in research on conflict theory but it is argued that they derive from a paradox. The purpose of this study is to investigate the role of bonus and commission schemes and the potential tensions and conflicts that are caused by different paradoxes. It shows an exploration of how these paradoxes connect to value co-creation in car dealerships from a salesforce perspective. A theoretical framework is established to review the available literature. We have conducted six in-depth interviews to pursue rich qualitative data to fully grasp the dynamics of the dealership. We have found results that indicate a number of paradoxes that exist in the dealerships. We discuss that the variety of paradoxes bring tensions and conflicts forward, but also that some of the paradoxes are harmless. We also find that our respondents implicitly support value co-creation and that long-term relationships are essential. In our discussion a model is presented to present an overview. 

Place, publisher, year, edition, pages
2018. , p. 68
Keywords [en]
Value co-creation, sales performance, sales tactics, bonus- and commission schemes, tensions and conflicts, paradox
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-18412OAI: oai:DiVA.org:hkr-18412DiVA, id: diva2:1234247
Educational program
MSc in Business Administration specialising in International Business and Marketing
Supervisors
Examiners
Available from: 2018-08-14 Created: 2018-07-23 Last updated: 2018-08-14Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf