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Effects of sales force market orientation on creativity, innovation implementation, and sales performance

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  • Wang, Guangping
  • Miao, C. Fred

Abstract

Market orientation (MO) lies at the very heart of modern marketing thinking and practice. Although research has shown that MO contributes to firm performance through innovation, an understanding is lacking on how the dimensions of MO (customer orientation, competitor orientation, and inter-functional coordination) may have differential effects on innovation, especially in the sales force context. Using data from business to business sales forces in the US manufacturing sector, this study identifies sales force outcome interdependence as a critical boundary condition that can strengthen the positive effect of competitor orientation but weaken the positive effect of customer orientation on sales force creativity. Moreover, results indicate that effect of sales force creativity on performance is fully mediated by innovation implementation, which can be bolstered by an innovative organizational culture.

Suggested Citation

  • Wang, Guangping & Miao, C. Fred, 2015. "Effects of sales force market orientation on creativity, innovation implementation, and sales performance," Journal of Business Research, Elsevier, vol. 68(11), pages 2374-2382.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:11:p:2374-2382
    DOI: 10.1016/j.jbusres.2015.03.041
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    3. Costantiello, Alberto & Laureti, Lucio & De Cristoforo, Gianluca & Leogrande, Angelo, 2021. "The Innovation-Sales Growth Nexus in Europe," MPRA Paper 106858, University Library of Munich, Germany, revised 28 Mar 2021.
    4. Wenbo Jiang & Francesco Rosati & Huaqi Chai & Taiwen Feng, 2020. "Market orientation practices enhancing corporate environmental performance via knowledge creation: Does environmental management system implementation matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 1899-1924, July.
    5. Edwards, John & Miles, Morgan P. & D'Alessandro, Steven & Frost, Mark, 2023. "Entrepreneurial strategy-making, corporate entrepreneurship preparedness and entrepreneurial sales actions: Improving B2B sales performance," Journal of Business Research, Elsevier, vol. 157(C).
    6. Coluccia, Daniela & Dabić, Marina & Del Giudice, Manlio & Fontana, Stefano & Solimene, Silvia, 2020. "R&D innovation indicator and its effects on the market. An empirical assessment from a financial perspective," Journal of Business Research, Elsevier, vol. 119(C), pages 259-271.
    7. Muhammad Iskandar Hamzah & Abdul Kadir Othman & Amily Fikry & Mohd Zulkifli Abdullah, 2023. "The interaction effects of adhocracy culture, work experience on information acquisition and job performance of bank salespeople," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 544-557, September.
    8. Adriana Andrea Amaya & Ying-Kai Liao & Sixto Chang, 2019. "The Effects Of Innovation Implementation And Speed To Market On The Relationship Between Team Sense-Making, Trust, And Npd Success," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(04), pages 1-29, May.
    9. Locander, David A. & Darrat, Mahmoud A. & Babin, Barry J., 2023. "Examining the impact of salesperson orientation on creative selling, passive deviance, and organizational outcomes," Journal of Business Research, Elsevier, vol. 154(C).
    10. Keshavarz, Ali Reza & Gölgeci, Ismail, 2023. "The value of the sales function: A multilevel examination of the effect of strategic marketing ambidexterity and industry contingencies," Journal of Business Research, Elsevier, vol. 156(C).
    11. Edwards, John & Miles, Morgan P. & D'Alessandro, Steven & Frost, Mark, 2022. "Linking B2B sales performance to entrepreneurial self-efficacy, entrepreneurial selling actions," Journal of Business Research, Elsevier, vol. 142(C), pages 585-593.
    12. Onețiu Darius Daniel, 2020. "The Impact of Social Media Adoption by Companies. Digital Transformation," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 30(2), pages 83-96, June.
    13. Aleksandar Šević & Jelena Zečar & Ana Nešić Tomašević & Nevenka Popović Šević & Milica Slijepčević & Branislav Dudić, 2022. "Analyzing the Banking Business: Relevance of Service Value for the Satisfaction and Loyalty of Consumers," Mathematics, MDPI, vol. 10(24), pages 1-12, December.
    14. Park, Hyewon & Hur, Won-Moo & Kang, Seongho, 2023. "Contribution of sales control in salespeople’s creative selling: Work engagement as a mediator," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Groza, Mark D. & Locander, David A. & Howlett, Charles H., 2016. "Linking thinking styles to sales performance: The importance of creativity and subjective knowledge," Journal of Business Research, Elsevier, vol. 69(10), pages 4185-4193.

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