The effect of a market-oriented organisational culture on sales-force behaviour and attitudes/
Farrell, Mark A.
The effect of a market-oriented organisational culture on sales-force behaviour and attitudes/ Mark A. Farrell - Journal of strategic marketing Volume 13 , number 4 , .
Recent work in the market orientation literature has introduced a multilayer model of market‐oriented organizational culture. This new perspective distinguishes between market‐oriented values, norms and artifacts. Building upon this approach, this study investigates the effect of the various layers of a market‐oriented culture on the attitudes and behaviours of sales‐force personnel. Findings suggest that market‐oriented values affect role conflict, role ambiguity, organizational commitment and job satisfaction, and that market‐oriented norms have a weak effect on the customer orientation of the salesperson. Contrary to expectations and previous findings, market‐oriented artifacts were found to have no explanatory power in this study.
0965-254X
Market‐oriented culture
Salesperson behaviour/attitudes
The effect of a market-oriented organisational culture on sales-force behaviour and attitudes/ Mark A. Farrell - Journal of strategic marketing Volume 13 , number 4 , .
Recent work in the market orientation literature has introduced a multilayer model of market‐oriented organizational culture. This new perspective distinguishes between market‐oriented values, norms and artifacts. Building upon this approach, this study investigates the effect of the various layers of a market‐oriented culture on the attitudes and behaviours of sales‐force personnel. Findings suggest that market‐oriented values affect role conflict, role ambiguity, organizational commitment and job satisfaction, and that market‐oriented norms have a weak effect on the customer orientation of the salesperson. Contrary to expectations and previous findings, market‐oriented artifacts were found to have no explanatory power in this study.
0965-254X
Market‐oriented culture
Salesperson behaviour/attitudes