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Training evaluation of a sales programme in a Portuguese cosmetics SME

Training evaluation of a sales programme in a Portuguese cosmetics SME The purpose of this study is to describe the evaluation of a training programme in a Portuguese family’s small and medium enterprise (SME) in the cosmetics industry. This study addresses the four levels of the Kirkpatrick Model and estimates the return on investment (ROI) of a training programme in sales.Design/methodology/approachThe study follows a case design to address the analysis of the training outcomes. This study uses data from 53 employees and explore the programme’s results.FindingsThis study provides evidence on the reactions of the trainees to the programme; the learning which results from it; and on the changes in trainees’ behaviours and the consequent results. This study also estimates the ROI of the programme; it is 5.55.Research limitations/implicationsThe limitations to this study may be the use of data from a single training programme.Practical implicationsThe research results offer managers some critical information in terms of future options in resource allocation. Training managers become more informed in making future choices on where to invest in training programmes.Originality/valueThe originality of the study regards the ROI estimation for an SME’s sales training programme. SMEs are not often addressed in the training evaluation literature. Because SMEs have limited organisational resources, and they do not invest much in training. Further, this estimation requires data gathering and reporting that is not commonly done, even for large firms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial and Commercial Training Emerald Publishing

Training evaluation of a sales programme in a Portuguese cosmetics SME

Curado, Carla; Sousa, Inês
Industrial and Commercial Training , Volume 53 (3): 11 – Jun 22, 2021
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References (59)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0019-7858
DOI
10.1108/ict-12-2019-0107
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to describe the evaluation of a training programme in a Portuguese family’s small and medium enterprise (SME) in the cosmetics industry. This study addresses the four levels of the Kirkpatrick Model and estimates the return on investment (ROI) of a training programme in sales.Design/methodology/approachThe study follows a case design to address the analysis of the training outcomes. This study uses data from 53 employees and explore the programme’s results.FindingsThis study provides evidence on the reactions of the trainees to the programme; the learning which results from it; and on the changes in trainees’ behaviours and the consequent results. This study also estimates the ROI of the programme; it is 5.55.Research limitations/implicationsThe limitations to this study may be the use of data from a single training programme.Practical implicationsThe research results offer managers some critical information in terms of future options in resource allocation. Training managers become more informed in making future choices on where to invest in training programmes.Originality/valueThe originality of the study regards the ROI estimation for an SME’s sales training programme. SMEs are not often addressed in the training evaluation literature. Because SMEs have limited organisational resources, and they do not invest much in training. Further, this estimation requires data gathering and reporting that is not commonly done, even for large firms.

Journal

Industrial and Commercial Training – Emerald Publishing

Published: Jun 22, 2021

Keywords: Return on investment; Training evaluation; Family SME; Kirkpatrick model; Sales training program

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