The impact of individual and managerial factors on salespeople's contribution to marketing intelligence activities |
| |
Authors: | Joël Le Bon Dwight Merunka |
| |
Institution: | aAssistant Professor of Marketing, ESSEC Business School, BP 105, Cergy-Pontoise, 95021, France;bProfessor of Marketing, University Paul Cézanne, IAE Aix, Puyricard, 13540, France;cEuromed Marseille School of Management, BP 921, Marseille, 13288, France |
| |
Abstract: | Although salespersons represent a unique and important channel of information, few of them contribute efficiently to marketing intelligence. This research aims to understand how salespeople's motivation and effort to gather and transmit marketing intelligence to management may be influenced by individual (organizational commitment, desire for upward mobility) and managerial (control system, participation in decision making, feedback, recognition) factors. The test of the proposed model shows that desire for upward mobility is the only individual determinant of behavior. Other than participation in decision making, all the managerial factors play influential roles in structuring both motivation and behavioral effort toward marketing intelligence by salespeople. The authors also discuss the limits of the model, some managerial implications, and future research opportunities. |
| |
Keywords: | Sales force management Marketing information systems Marketing intelligence Motivation |
本文献已被 ScienceDirect 等数据库收录! |
|