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“ Understanding , Explaining and Enhancing Salespeople ’ s Effort Towards Marketing and Sales Intelligence . ”
| Content Provider | Semantic Scholar |
|---|---|
| Author | Bon, Joël Le Merunka, Dwight |
| Copyright Year | 1999 |
| 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 activities. A scale was developed (i.e. the C.I.A. Salesperson Scale) in order to measure the Competitive Intelligence Attitude of a salesperson. Then a model was built introducing the concepts of attitude and motivation and several of their determinants in order to explain salespeople's effort towards intelligence activities. A sample of 358 salespeople from 10 companies was used to test this model. The results indicated that a salesperson's attitude towards competitive intelligence is indeed a strong mediator of his/her motivation to exert effort on the collection of competitive information. The salesperson's attitude is influenced by his/her participation in the company's decision making process, whereas his/her motivation is enhanced by recognition and low role ambiguity. Managerial implications and future research opportunities are then discussed. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://isbm.smeal.psu.edu/library/working-paper-articles/1999-working-papers/11-1999-understanding-explaining-enhancing.pdf |
| Alternate Webpage(s) | http://www.ebusiness.xerox.com/isbm/dscgi/ds.py/Get/File-13/11-1999.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
