6533b827fe1ef96bd1286e3f
RESEARCH PRODUCT
Market orientation and industrial salesforce: diverse measure instruments
Francisco ToránEnrique BignéInés Küstersubject
MarketingMeasure (data warehouse)Empirical researchOrder (exchange)Market orientationContext (language use)BusinessBusiness and International ManagementMarketingReliability (statistics)Industrial organizationPhilosophical methodologydescription
This paper supports the need for a market‐oriented industrial salesforce. So, in the first part, a definition of industrial salesforce market orientation is proposed, distinguishing between a philosophical approach and a behavioural approach. In the second part, an empirical research is carried out to propose and analyse diverse instruments to measure market orientation in an industrial salesforce context. Unidimensionality, reliability and validity are studied. The aim is to offer some guidelines to sales managers in order to implement market orientation at salesforce level.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2003-02-01 | Journal of Business & Industrial Marketing |