Training to Improve New Product Sales Performance: The Case of Samsung in China

The authors report a case study conducted with over 8,000 Samsung salespeople in the Chinese market. Using research‐oriented, evidence‐based, and systematic approaches, training professionals contributed to Samsung's business outcomes at multiple levels. The case highlights the valuable impacts of training on salespeople's behaviors and new product sales performance and provides meaningful implications for trainers as they strive to be relevant to their business partners.