The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes

@article{Siguaw1994TheIO,
  title={The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes},
  author={Judy A. Siguaw and Gene Brown and Robert E. Widing},
  journal={Journal of Marketing Research},
  year={1994},
  volume={31},
  pages={106 - 116}
}
The authors used a national sample of 306 industrial salespeople to investigate empirically a model incorporating the constructs of market orientation, customer orientation, a difference score, and job attitudes. The results indicate that the selected market orientation of the firm significantly influences salesperson customer orientation and job attitudes. 

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