Salesperson cooperation: The influence of relational, task, organizational, and personal factors

Salesperson cooperation has become a crucial issue for the overall performance of most sales organizations. The authors examine the antecedents of task-specific, cooperative behaviors of salespersons toward other salespeople working in the same organization. The main theses of the study are that (1) the four major antecedent categories of factors—relational, task, organizational, and personal— constitute, collectively, the primary determinants of salesperson cooperation and (2) each antecedent category exerts, independently, significant influence on the cooperative behaviors of salespersons. The results support the main theses and provide useful insights for sales managers attempting to foster cooperation among salespeople. The relative impact of each antecedent category, as well as the effects of specific variables within each, is discussed. Cengiz Yilmaz is an assistant professor of marketing at Gebze Institute of Technology, Turkey. He obtained his Ph.D. in marketing from Texas Tech University in 1999. His research interests focus on sales management, distribution channels and relationship marketing, and strategic issues concerning intra- and interfirm aspects in marketing systems and their links with business performance. His research has been published in various conference proceedings. Shelby D. Hunt is the J. B. Hoskins and P. W. Horn Professor of Marketing at Texas Tech University, Lubbock, Texas. A past editor of theJournal of Marketing (1985–1987), he is the author ofModern Marketing Theory: Critical Issues in the Philosophy of Marketing Science (South-Western, 1991) andA General Theory of Competition: Resources, Competences, Productivity, Economic Growth (Sage Publications, 2000). He has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory. Three of hisJournal of Marketing articles, “The Nature and Scope of Marketing” (1976), “General Theories and Fundamental Explananda of Marketing” (1983), and “The Comparative Advantage Theory of Competition” (1995) (with Robert M. Morgan) won the Harold H. Maynard Award for the “best article on marketing theory.” His 1985Journal of Business Research article with Lawrence B. Chonko, “Ethics and Marketing Management,” received the 2000 Elsevier Science Exceptional Quality and High Scholarly Impact Award. His 1989 article, “Reification and Realism in Marketing: In Defense of Reason,” won theJournal of Macromarketing Charles C. Slater Award. For his contributions to theory and science in marketing, he received the 1986 Paul D. Converse Award from the American Marketing Association, the 1987 Outstanding Marketing Educator Award from the Academy of Marketing Science, and the 1992 American Marketing Association/Richard D. Irwin Distinguished Marketing Educator Award.