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.

中文翻译：

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葡萄牙化妆品中小企业销售项目培训评估

目的

本研究的目的是描述对葡萄牙家庭的化妆品行业中小型企业 (SME) 培训计划的评估。本研究涉及柯克帕特里克模型的四个级别，并估计销售培训计划的投资回报 (ROI)。

设计/方法/方法

该研究遵循案例设计来解决对培训结果的分析。该研究使用了 53 名员工的数据并探索了该计划的结果。

发现

这项研究提供了学员对计划反应的证据；由此产生的学习；以及受训者行为的变化和随之而来的结果。该研究还估计了该计划的投资回报率；它是 5.55。

研究限制/影响

这项研究的局限性可能是使用来自单一培训计划的数据。

实际影响

研究结果为管理者提供了一些关于未来资源分配选择的关键信息。培训经理在未来选择培训计划的投资地点时会更加知情。

原创性/价值

该研究的独创性涉及中小企业销售培训计划的投资回报率估计。培训评估文献中通常不涉及中小企业。因为中小企业组织资源有限，在培训方面投入不多。此外，这种估算需要收集和报告数据，这通常是不常见的，即使对于大公司也是如此。