Training evaluation of a sales programme in a Portuguese cosmetics SME
Industrial and Commercial Training
ISSN: 0019-7858
Article publication date: 22 March 2021
Issue publication date: 22 June 2021
Abstract
Purpose
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/approach
The 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.
Findings
This 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/implications
The limitations to this study may be the use of data from a single training programme.
Practical implications
The 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/value
The 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.
Keywords
Acknowledgements
The authors are grateful for the support provided FCT (Fundação para a Ciência e Tecnologia – Portugal) under the project UIDB/04521/2020.
Citation
Curado, C. and Sousa, I. (2021), "Training evaluation of a sales programme in a Portuguese cosmetics SME", Industrial and Commercial Training, Vol. 53 No. 3, pp. 283-293. https://doi.org/10.1108/ICT-12-2019-0107
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited