When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out.

Maximilian Beichert; Andreas Bayerl; Andreas Lanz; Jacob Goldenberg

When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out.

Maximilian Beichert, Andreas Bayerl, Andreas Lanz, Jacob Goldenberg

Business Economics

Research output: Contribution to journal › Article › Professional

Abstract

MIT Sloan School of Management’s Juanjuan Zhang and three coresearchers explored the relationship between genetics and sales performance. They studied 117 salespeople at an Asian telemarketing company over the course of 13 months. They cross-referenced employee DNA with performance metrics, such as revenue produced, the ability to identify selling opportunities, and effort. The conclusion: The employees with superior sales performance were genetically different from the rest of the group.

Original language	English
Article number	4
Pages (from-to)	23-28
Number of pages	5
Journal	Harvard Business Review
Volume	2024-September-October
Publication status	Published - 1 Sept 2024

Bibliographical note

Publisher Copyright:
© 2024, Harvard Business School Publishing. All rights reserved.

Cite this

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When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out.

Abstract

Bibliographical note

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Revenue Generation through Influencer Marketing

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