The Effect of Sales Force Adoption on New Product Selling Performance Erik Jan Hultink and Kwaku Atuahene–Gima Although several studies have suggested that the sales force is a major contrib- uting factor to new product success, few studies have focused on new product adoption by the sales force, particularly with respect to its relationship with selling performance. The present article presents empirical evidence on the impact of sales force adoption on selling performance. We defined sales force adoption as the combination of the degree to which salespeople accept and internalize the goals of the new product (i.e., commitment) and the extent to which they work hard to achieve those goals (i.e., effort). It was hypothesized that the impact of sales force adoption on selling performance will be contingent on supervisory factors (sales controls, internal marketing of the new product, train- ing, trust, and supervisor’s field attention), and market volatility. Therefore, this article also provides evidence of the conditions under which sales force adoption of a new product is more or less effective in engendering successful selling performance. The hypothesized relationships were tested with data provided by 97 high technology firms from The Netherlands. The results show that sales force adoption is positively related to selling performance. This finding suggests that salespeople who simultaneously exhibit commitment and effort will achieve higher levels of new product selling perfor- mance. Outcome based control, internal marketing and market volatility are also positively related to new product selling performance. The effect of sales force adoption on selling performance is stronger where outcome based control is used and where the firm provides information on the background of the new product to salespeople through internal marketing. Training and field attention weaken the adoption-performance linkage. These findings may indicate that salespeople in The Netherlands interpret training as “micromanaging” and field attention as “looking over their shoulder.” We conclude with implications of our study for research and managerial practice. © 2000 Elsevier Science Inc. Address correspondence to E. J. Hultink, Delft University of Technol- ogy, Faculty of Design, Engineering and Production, Jaffalaan 9, 2628 BX Delft, The Netherlands.  J PROD INNOV MANAG 2000;17:435– 450 © 2000 Elsevier Science Inc. All rights reserved. 0737-6782/00/$–see front matter 655 Avenue of the Americas, New York, NY 10010 PII S0737-6782(00)00058-8