Andrew Hough

Andrew Hough is a Lecturer in Sales Leadership & Performance at the Cranfield School of Management, Cranfield University. With over 16 years of experience in corporate sales leadership roles at organizations including GE Capital and EMC2 Inc., he combines industry expertise with academic rigor. His affiliations include teaching for Executive MBA, MBA, and MSc programs, as well as open Executive Development programs.

Research interests focus on sales leadership methodologies, sales ecosystem development, and adaptive learning frameworks. His work explores how governance structures affect sales well-being and how knowledge acquisition enhances sales adaptiveness.

Recent publications highlight his contributions to sales performance research, with studies on governance impacts and knowledge transfer mechanisms. His work connects academic theory with practical sales implementation.

Professional activities include founding the Association of Professional Sales (merged to form the Institute of Professional Sales with 10,000+ global members) and collaborating with international academics on sales research initiatives.