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Vincent Onyemah

Associate Professor

Academic Division: Marketing
781-239-5267

Bio

Professor Onyemah teaches Marketing Management, Business Development, Professional Selling, and Sales Force Management. Prior to joining Babson College, he taught at Boston University and Lagos Business School. He started two companies and worked in industry before pursuing his academic career. Professor Onyemah has over 15 years of practical selling experience, starting when he was twelve years old in Nigeria working for his parents, and including work as independent sales agent in Europe. He has taught and conducted consulting projects in about twenty countries in Africa, Europe, Middle East, Latin America, and North America. He also consults for the IFC/ World Bank and teaches in several international Executive Education programs. His principal area of research is Business Development, Entrepreneurial and Professional Selling, Customer Relationship Management, and Sales Force Management. His articles have appeared in the Harvard Business Review, Journal of International Business Studies, Journal of Personal Selling & Sales Management, European Journal of Marketing, Journal of African Business, International Journal of Bank Marketing, Marketing Letters, and International Journal of Human Resource Management. Additionally, he has won a number of research and teaching awards including the M. Wayne DeLozier Best Conference Paper Award, Academy of Marketing Science, American Marketing Association (AMA) Sales SIG Doctoral Dissertation Award, and Boston University’s Beckwith Award for Teaching Excellence and Service.

Academic Degrees

  • Ph D, INSEAD
  • MS, INSEAD
  • MBA, IESE Business School
  • BS, University of Ibadan

Academic Interests

Business Development; Business to Business Marketing; Entrepreneurial/Professional Selling; Sales Force Management; Selling to Women; Customer Relationship Management

Awards & Honors

  • 2009 - Alumni Legacy Gift Honoree, Boston University School of Management
  • 2008 - Alumni Legacy Gift Honoree, BU School of Management
  • 2007 - Alumni Legacy Gift Honoree, BU School of Management
  • 2007 - National Conference in Sales Management (NCSM) Best Conference Paper Award, NCSM / Pi Sigma Epsilon
  • 2006 - Alumni Legacy Gift Honoree, Bu School of Management
  • 2006 - M. Wayne Delozier Best Conference Paper Award, Academy of Marketing Science
  • 2006 - Induction into the LOCK Honorary Society, BU School of Management
  • 2005 - Winner 7th Annual American Marketing Association (AMA) Sales SIG Doctoral Dissertation Award, American Marketing Association (Sales SIG)
  • 2005 - Alumni Legacy Gift Honoree, BU School of Management
  • 2005 - Beckwith Award for Teaching Excellence and Service , BU School of Management
  • 2004 - Dissertation selected among the 10 best dissertations in Europe , EDAMBA
  • 2003 - Finalist, Doctoral Thesis Competition, Institute for the Study of Business Markets (ISBM)
  • 2002 - Doctoral Consortium Fellow, AMA-Sheth Foundation
  • 2002 - Winner, Doctoral Dissertation Proposal Competition, AMA/Richard DeVos DSEF
  • 2000 - GE PhD Scholar (3 years), GE
  • 1999 - INSEAD PhD Scholar (1 year), INSEAD
  • 1998 - Research Grant, International Development Research Center, Ottawa, Canada
  • 1991 - Full Time MBA Scholarship , Fomento de Fundaciones (Fundacion Internacional)
  • 1990 - Best Graduating Student from the Civil Engineering Department, Civil Engineering Dept., University of Ibadan
  • 1990 - Best Graduating Student from the Faculty of Technology, Faculty of Technology, University of Ibadan
  • 1990 - Best Graduating Student in the University, University of Ibadan
  • 1986 - Dean's Honor List (4 consecutive years), Faculty of Technology, University of Ibadan
  • 1985 - 5-Year Undergraduate Scholarship, Dr. Lawrence Omole Foundation

Courses

Degree Courses 2015-2016
  • MKT 4520: SALES IN ACTION
  • MBA 9502: SELLING IDEAS PROD AND SERVS TO EXECS
  • MKT 7571: BUILDING & LEADING EFFECTIVE SALES FORCE
  • MKT 6100: CUSTOMER AND MARKET ENGAGEMENT
  • MKT 3574: MANAGING THE SALES PROCESS

Publications

Journal Articles

  • Onyemah, V.I., Rivera-Pesquera, M. (2015). Cognitive Ambidexterity in Entrepreneurial Leadership: a Four Country Exploratory Study of Women Entrepreneurs’ Early Customer Acquisition Strategies. Organizations and Markets in Emerging Economies, 6(1/11), 10-28.
  • Iacobucci, D., Onyemah, V.I. (2015). JBBM at 21: Variety of Theories, Methods, and Countries While Giving Further Voice to Emerging Markets Within Africa. Journal of Business-to-Business Marketing, 22(1-2), 73-85.
  • Onyemah, V.I., Akpa, S.O. (in press). Open Air Markets: Uniquenesses about African Marketing Channels. International Marketing Review
  • Onyemah, V.I. (in press). What Doesn’t Kill You Makes You More Engaged. Journal of the International Studies of Management & Organization
  • Iacobucci, D., Onyemah, V.I., Rouziès, D. (2014). http://www.hbrfrance.fr/chroniques-experts/2014/11/5161-recherche-talents-commerciaux-avec-competences-entrepreneuriales (Research on Sales Force Talents with Entrepreneurial Abilities). Harvard Business Review link
  • Onyemah, V.I., Pesquera, M.R., Ali, A. (2013). What Entrepreneurs Get Wrong. Harvard Business Review, 91(5), 74-79. link
  • Onyemah, V.I., Mulki, J., Jaramillo, F., Pesquera, M. (2012). Salesperson resistance to change: an empirical investigation of antecedents and outcomes. International Journal of Bank Marketing, 30(7), 548-566.
  • Boles, J.S., Dudley, G.W., Onyemah, V.I., Rouziès, D., Weeks, W.A. (2012). Sales Force Turnover and Retention: A Research Agenda. Journal of Personal Selling & Sales Management, 32(1), 131-140.
  • Onyemah, V.I., Swain, S.D., Hanna, R. (in press). A Social Learning Perspective on Sales Technology Usage: Preliminary Evidence from an Emerging Economy. Journal of Personal Selling & Sales Management
  • Onyemah, V.I., Anderson, E. (2009). Inconsistencies among the Constitutive Elements of a Sales Force Control System: Test of a Configuration Theory-based Performance Prediction. Journal of Personal Selling & Sales Management, 29(1), 9-24.
  • Onyemah, V.I. (2009). The Effects of Coaching on Salespeople’s Attitudes and Behaviors: A Contingency Approach. European Journal of Marketing, 43(7), 938-960.
  • Bradford, K., Brown, S., Ganesan, S., Hunter, G., Onyemah, V.I., Palmatier, R., Rouzies, D., Spiro, R., Sujan, H., Weitz, B. (in press). The Embedded Sales Force: Connecting Buying and Selling Organizations. Marketing Letters
  • Onyemah, V.I., Rouzies, D., Panagopoulos, N. (in press). How HRM Control Affects Boundary-Spanning Employees’ Behavioural Strategies and Satisfaction: The Moderating Impact of Cultural Performance Orientation. International Journal of Human Resource Management
  • Onyemah, V.I. (2008). Role Ambiguity, Role Conflict, and Performance: Empirical Evidence of an Inverted-U Relationship. Journal of Personal Selling & Sales Management, 28(3), 299-313.
  • Anderson, E., Onyemah, V.I. (2006). How Right Should the Customer Be?. Harvard Business Review(July-August), 58-67.
  • Onyemah, V.I. (2005). Salesperson Performance and Incongruity in Salesforce Control Systems. Annual Journal of the European Doctoral Association in Management, 103-109.
  • Mittelman, M., Onyemah, V.I. (2002). Customer Relationship Management: Strategies and Company-wide Implementation. Marketing Science Institute (MSI) Report, 2(112), 1-30.
  • Okechuku, C., Onyemah, V.I. (2000). Ethnic Differences in Nigerian Consumer Attitudes Toward Foreign and Domestic Products. Journal of African Business, 1(2), 7-35.
  • Onyemah, V.I. (1999). Leveraging Your Database for Effective Direct Marketing. Lagos Business School Management Review, 4(1), 1-13.
  • Okechuku, C., Onyemah, V.I. (1999). Nigerian Consumer Attitudes Toward Foreign and Domestic Products. Journal of International Business Studies, 30(3), 611-622.
  • Onyemah, V.I. (1997). The New Marketing Paradigm: Refocusing the Marketing Activities of the Firm. Lagos Business School Management Review, 2(1), 15-28.
  • Onyejekwe, O., Okoromadu, A., Onyemah, V.I. (1993). A Direct Linear Systems Solver for Pipe Networks. Advances in Engineering Software, Vol 17, 17, 189-194.

Monographs

  • Onyemah, V.I. (2003). Sensitivity of Salesperson’s Performance to Incongruity in Control Systems: a Varying Parameter Model. UMI-ProQuest.

Others

  • Onyemah, V.I., Akpa, S.O. (in press). Open Air Markets: Uniquenesses about African Marketing Channels
  • Onyemah, V.I. (in press). What Doesn’t Kill You Makes You More Engaged
  • Ali, A., Onyemah, V.I., Pesquera, M. (2012). Entrepreneurs' Biggest Sales Mistakes
  • Onyemah, V.I., Swain, S.D., Hanna, R. (in press). A Social Learning Perspective on Sales Technology Usage: Preliminary Evidence from an Emerging Economy: Journal of Personal Selling & Sales Management (forthcoming)
  • Bradford, K., Brown, S., Ganesan, S., Hunter, G., Onyemah, V.I., Palmatier, R., Rouzies, D., Spiro, R., Sujan, H., Weitz, B. (in press). The Embedded Sales Force: Connecting Buying and Selling Organizations: Marketing Letters (forthcoming)
  • Onyemah, V.I., Rouzies, D., Panagopoulos, N. (in press). How HRM Control Affects Boundary-Spanning Employees’ Behavioural Strategies and Satisfaction: The Moderating Impact of Cultural Performance Orientation: International Journal of Human Resource Management (forthcoming)

Presentations

  • The Role of Fairness in Sales Organizations
    Onyemah, V., Rouzies, D., Iacobucci, D., Weitz, B. The Role of Fairness in Sales Organizations The 2014 International Conference on Business and Information , Osaka, Japan (2014)
  • The Role of Fairness in Sales Organizations
    Onyemah, V., Rouzies, D., Iacobucci, D., Weitz, B. The Role of Fairness in Sales Organizations INFORMS Marketing Science Society Conference 2013, Istanbul, Turkey (2013)
  • Selling to First Customers: Customer Acquisition Strategies for Start-Ups
    Onyemah, V., Pesquera, M., Ali, A. Selling to First Customers: Customer Acquisition Strategies for Start-Ups Conference on Customer Strategy for Sustainable Growth, Fontainebleau, France (2012)
  • Pay-for-Performance in Sales Organizations
    Onyemah, V., Rouzies, D., Iacobucci, D., Weitz, B. Pay-for-Performance in Sales Organizations Informs Science Conference , Boston, MA (2012)
  • Selling to First Customers: Customer Acquisition Strategies for Start-Ups
    Onyemah, V., Pesquera, M., Ali, A. Selling to First Customers: Customer Acquisition Strategies for Start-Ups Thought Leadership on the Sales Profession, Boston, MA (2012)
  • Sales Force Retention and Turnover: a Research Agenda
    Onyemah, V. Sales Force Retention and Turnover: a Research Agenda Academy of Marketing Science, Miami, FL (2011)
  • Sales Force Retention and Turnover
    Onyemah, V. Sales Force Retention and Turnover 25th Anniversary of the Center for Professional Selling at Baylor Business, Baylor University, Waco, TX (2010)
  • The Search for Value
    Onyemah, V. The Search for Value Conference on Customer Strategy for Sustainable Growth, Fontainebleau, France (2010)
  • What Doesn't Kill You Makes You More Committed: Rethinking the Link Between Organizational Hardship and Organizational Commitment
    Onyemah, V. What Doesn't Kill You Makes You More Committed: Rethinking the Link Between Organizational Hardship and Organizational Commitment 25th Annual Workshop of Strategic Human Resource Management, ESADE Business School, San Cugat, Barcelona, Spain (2010)
  • • Empowerment Gone Awry? Do Empowerment and Motivation Impact Lone Wolf Tendencies?
    Onyemah, V., Jaramillo, F., Mulki, J. • Empowerment Gone Awry? Do Empowerment and Motivation Impact Lone Wolf Tendencies? National Conference in Sales Management / Pi Sigma Epsilon Conference, Norfolk, VA (2009)
  • • From Sales Force Control Systems to Sales Manager Development: a Sequence of Studies
    Onyemah, V. • From Sales Force Control Systems to Sales Manager Development: a Sequence of Studies Erin Anderson Invitational B2B Research Conference, Philadelphia, PA (2008)
  • • The Effects of Coaching on Salespeople’s Attitudes and Behaviors: A Contingency Approach
    Onyemah, V. • The Effects of Coaching on Salespeople’s Attitudes and Behaviors: A Contingency Approach National Conference in Sales Management / Pi Sigma Epsilon Conference, Dallas TX (2008)
  • • Salesperson Objective Performance and Role Stress: Evidence of an Inverted-U Relationship
    Onyemah, V. • Salesperson Objective Performance and Role Stress: Evidence of an Inverted-U Relationship National Conference in Sales Management / Pi Sigma Epsilon Conference, Irvine CA (2007)
  • • A Configuration-Theory Assessment of How Incongruity in Sales Force Control Systems Drives Salesperson Performance
    Onyemah, V. • A Configuration-Theory Assessment of How Incongruity in Sales Force Control Systems Drives Salesperson Performance INFORMS Marketing Science Conference, Pittsburgh PA (2006)
  • • A Configuration-Theory Assessment of How Incongruity in Sales Force Control Systems Drives Salesperson Performance
    Onyemah, V. • A Configuration-Theory Assessment of How Incongruity in Sales Force Control Systems Drives Salesperson Performance Academy of Marketing Science Annual Conference, San Antonio, TX (2006)
  • • A Configuration-Theory Assessment of How Incongruity in Sales Force Control Systems Drives Salesperson Performance
    Onyemah, V. • A Configuration-Theory Assessment of How Incongruity in Sales Force Control Systems Drives Salesperson Performance Enhancing Sales Force Productivity Conference , Columbia, MO (2006)
  • • How Control Systems Influence the Salesperson’s Objective Performance: an Empirical Investigation
    Onyemah, V. • How Control Systems Influence the Salesperson’s Objective Performance: an Empirical Investigation Academy of Marketing Science World Congress, Muenster, Germany (2005)
  • • Incongruity in Sales Force Control Systems: the Construct and its Consequences Using a Varying Parameter Model
    Onyemah, V. • Incongruity in Sales Force Control Systems: the Construct and its Consequences Using a Varying Parameter Model European Marketing Academy (EMAC) Conference, Milan, Italy (2005)
  • • Sales Force Control Systems: Investigating Incongruities
    Onyemah, V. • Sales Force Control Systems: Investigating Incongruities BU School of Management Spring 2005 School-wide Faculty Research Seminar, Boston, MA (2005)
  • • How Inconsistent Sales Force Control Systems Hinder Sales and Marketing Objectives
    Onyemah, V. • How Inconsistent Sales Force Control Systems Hinder Sales and Marketing Objectives MSI Spring 2005 Board of Trustees Meeting, Boston, MA (2005)
  • • Sensitivity of Salesperson’s Performance to Incongruities in Control Systems: A Varying Parameter Model
    Onyemah, V. • Sensitivity of Salesperson’s Performance to Incongruities in Control Systems: A Varying Parameter Model HEC-ESSEC-INSEAD Annual Faculty Seminar , Paris, France (2001)
  • • Sensitivity of Salesperson’s Performance to Incongruities in Control Systems: A Varying Parameter Model
    Onyemah, V. • Sensitivity of Salesperson’s Performance to Incongruities in Control Systems: A Varying Parameter Model HEC-INSEAD Doctoral Symposium, Paris, France (2001)
  • • The Outcomes of Behavioral and Attitudinal Loyalty: The Value of True Loyals
    Onyemah, V. • The Outcomes of Behavioral and Attitudinal Loyalty: The Value of True Loyals HEC-INSEAD Doctoral Seminar, Fontainebleau, France (2000)
  • • Nigerian Consumer Attitudes Toward Foreign and Domestic Products
    Onyemah, V., Okechuku, C. • Nigerian Consumer Attitudes Toward Foreign and Domestic Products Academy of Business Administration Conference, London, UK (1999)