MOTIVATIONAL PREFERENCES OF PHARMACEUTICAL SALESFORCE Empirical Evidence from Pakistan

One of the biggest challenge that business world is facing today is how to motivate employees to dedicate persistent and intensified efforts to achieve the organizational goals (Watson, 1994). Accordingly, employees’ attitude surveys have been used frequently to ascertain what sparks and sustains their desire to work harder. However, the motivation of the employees remained a complex puzzle since long (Wiley, 1997). It is generally accepted that motivated and committed salesforce is one of the critical factors in the growth and profitability of the organizations. Thus, the current study intends to address the complex issue of how to motivate pharmaceutical salesforce in Pakistan. Consequently, the study results will help practitioners in creating a work environment to fostering salesforce motivation leading to higher productivity and overall performance.