کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10492695 940279 2015 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Effects of sales force market orientation on creativity, innovation implementation, and sales performance
ترجمه فارسی عنوان
تأثیرات بازار فروش در جهت خلاقیت، اجرای نوآوری و عملکرد فروش
کلمات کلیدی
جهت گیری بازار، نوآوری فروش، نتیجه وابستگی متقابل، وابستگی به وظیفه، فرهنگ نوآورانه، عملکرد فروش،
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Market orientation (MO) lies at the very heart of modern marketing thinking and practice. Although research has shown that MO contributes to firm performance through innovation, an understanding is lacking on how the dimensions of MO (customer orientation, competitor orientation, and inter-functional coordination) may have differential effects on innovation, especially in the sales force context. Using data from business to business sales forces in the US manufacturing sector, this study identifies sales force outcome interdependence as a critical boundary condition that can strengthen the positive effect of competitor orientation but weaken the positive effect of customer orientation on sales force creativity. Moreover, results indicate that effect of sales force creativity on performance is fully mediated by innovation implementation, which can be bolstered by an innovative organizational culture.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 68, Issue 11, November 2015, Pages 2374-2382
نویسندگان
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