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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
DOI: 10.2307/3151950
Stable URL: http://www.jstor.org/stable/3151950
Page Count: 11
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes
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Abstract

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.

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