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School of Business and Management

Does empathy improve marketing performance? Evidence from a high autonomy sales environment in an emerging market

16 November 2016

Time: 1:00 - 2:00pm
Venue: 4.04/4.08 Bancroft Building


The authors of this paper argue that behavioural characteristics such as cognitive empathy (salesperson’s ability to see the world from a customer’s perspective) and emotional empathy (ability to feel what a customer feels) play a key role in driving sales performance. The authors test their thesis on data from a high-autonomy salesforce in Bangladesh. The results suggest that cognitive empathy increases salesperson prices, sales volume, and service quality outcomes, while emotional empathy increases sales volume but decreases prices and service quality outcomes.

Guest speaker

Dr Sourindra Banerjee, Assistant Professor of Marketing, Warwick Business School.

The seminar will be hosted by Dr Thomas Zhang, School of Business and Management, QMUL.


If you would like to attend the seminar, please email Alicia George:

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