An exploratory study of the influence of firm market orientation on salesperson adaptive selling, customer orientation, interpersonal listening in personal selling and sales person consulting behaviours / created by Alfred M Pelham

The purpose of this study was to study one important firm level antecedent of salesperson's behaviors, namely the firm's market orientation. There have been many studies of personal antecedents of salesperson behaviors and performance, with little predictive success. But there are few studies of firm level influences on salesperson behaviors such as adaptive selling, customer orientation, listening and consulting. The purpose of this study was to examine the direct and indirect relationships between market orientation and those behaviors. Results suggest that the relationship between market orientation and salespersons' consulting behaviors is indirect, through significant influences on adaptive selling, customer orientation and listening. The author discusses explanations for the results and implications for managers and researchers.