The influence of the market orientation of the firm on sales force behavior and attitudes: Further empirical results

Abstract

This study replicates and extends the Siguaw et al. (1994) study of "The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes". The proposed model was tested further with a Turkish sample, different industries were included in the sampling frame, and consequently, the generalization of Siguaw et al.'s results to other selling environments was made available. The results indicate that the selected market orientation of a Turkish firm significantly influences salesperson customer orientation and job attitudes. The replication results were generally closer to Siguaw et al.'s hypotheses than were the results of the original study. Implications for theory and managerial practice are drawn and directions for future research are suggested.