Title: Challenges in sales: a multinational study

Authors: Thomas Berger; Timo Holopainen; Pentti Korpela; Poul von Wowern

Addresses: DHBW Stuttgart, Lerchenstr. 1, 70174 Stuttgart, Germany ' Turku University of Applied Sciences, Joukahaisenkatu 3, 20520 Turku, Finland ' Turku University of Applied Sciences, Joukahaisenkatu 3, 20520 Turku, Finland ' Von Wowern Consult, Boikenvej 4B, 8960 Randers SØ, Denmark

Abstract: Previous research on attitudes toward challenges faced in the future roles of sales professionals has focused on one or a few countries or a specific change in technology. In this study, we wanted to look at the phenomenon more comprehensively from a global perspective and without being limited to any predetermined change. To identify major challenges for success in a changing market environment this study sampled a total of 1,247 salespersons and sales managers in 21 countries. The purpose was that the results would help marketing and sales managers more accurately create and implement sales strategies their teams. We found that digitalisation was the most frequently mentioned challenge, followed by challenges from changing competitive forces. The concerns mentioned seemed to be independent of the work experience, education, or management level of the respondents. The study provides insights into country differences in the importance of the challenges.

Keywords: international sales; sales challenges; digitalisation; technology; international marketing management; cross-country differences.

DOI: 10.1504/IJTMKT.2025.149419

International Journal of Technology Marketing, 2025 Vol.19 No.4, pp.387 - 402

Received: 24 Apr 2024
Accepted: 17 Nov 2024
Published online: 30 Oct 2025 *

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