| Abstract: | This article summarizes research findings of a study that examined the effects of a sales management training program conducted at Digital Equipment Corporation. The authors used a typology of training outcomes developed by Kirkpatrick (1959a, 1959b, 1960a, and 1960b) to assess students' satisfaction, learning, and field implementation of skills taught in the class. In addition, they estimated the costs of the program and the actual increase in sales that can be attributed to the implementation of the skills in the workplace. The results indicate that properly conceived and carefully implemented programs have a positive net effect on the corporation's financial position. |
