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The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes
Judy A. Siguaw, Gene Brown and Robert E. Widing, II
Journal of Marketing Research
Vol. 31, No. 1 (Feb., 1994), pp. 106-116
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151950
Page Count: 11
You can always find the topics here!Topics: Market orientation, Marketing strategies, Marketing, Role conflict, Ambiguity, Job satisfaction, Sales personnel, Sales management, Psychological attitudes, Customers
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The authors used a national sample of 306 industrial salespeople to investigate empirically a model incorporating the constructs of market orientation, customer orientation, a difference score, and job attitudes. The results indicate that the selected market orientation of the firm significantly influences salesperson customer orientation and job attitudes.
Journal of Marketing Research © 1994 American Marketing Association