Company Sales Success Scale

What it measures

Measures the company's sales achievements relative to the competition in terms of both effectiveness (opening new markets, turnover, market share) and efficiency (sales efficiency, profitability, reduced overhead). Uses a 7-point comparative scale anchored 'much worse' to 'much better'.

Response format

Likert

Scale items

• Relative to competition, please indicate your success regarding: Opening up of new customers or markets.
• Relative to competition, please indicate your success regarding: Increase in turnover.
• Relative to competition, please indicate your success regarding: Increase in market share.
• Relative to competition, please indicate your success regarding: Increase in sales efficiency.
• Relative to competition, please indicate your success regarding: Increase in sales profitability.
• Relative to competition, please indicate your success regarding: Decrease in relative sales overhead costs.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

CR = .91, AVE = .63, ICC(1) = .26. 7-point scale anchored 'much worse' to 'much better' relative to competition. Adapted from Kumar, Stern, and Achrol (1992). One item dropped during purification (increase in customer satisfaction). Robustness confirmed with objective return-on-sales data (n=136 companies; cooperation effect p<.01).

Recommended companion scales

Citation

Fürst, A., Leimbach, M. & Prigge, J-K. (2017). Organizational multichannel differentiation: An analysis of its impact on channel relationships and company sales success. Journal of Marketing, 81(1), 59–82.

Keywords