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Understanding, Explaining and Enhancing Salespeople’s Effort towards Marketing and Sales Intelligence (1999)
| Content Provider | CiteSeerX |
|---|---|
| Author | Merunka, Dwight Bon, Joël Le |
| Abstract | This research examines the role of salespeople in the collection and dissemination of competitive (marketing and sales) intelligence within the firm. More specifically, we develop and test a model which explains the level of effort that salespeople exert towards the collection and dissemination of competitive information. A number of researchers have acknowledged the importance of competitive intelligence in developing effective marketing strategies and have identified salespeople as a primary source of competitive information. However, little research has been conducted to explain the level of effort that salespeople exert towards this mission. A literature review and exploratory study conducted with managers and salespeople across a number of industries, led to our model which proposes that the level of effort that salespeople exert towards competitive intelligence is not only a function of their motivation, but mainly a function of their attitude towards competitive intelligence |
| File Format | |
| Publisher Date | 1999-01-01 |
| Access Restriction | Open |
| Subject Keyword | Exploratory Study Literature Review Primary Source Competitive Intelligence Salesperson Exert Towards Competitive Intelligence Competitive Information Little Research Enhancing Salesperson Effort Towards Marketing Salesperson Exert Attitude Towards Competitive Intelligence Effective Marketing Strategy Sale Intelligence |
| Content Type | Text |
