Portal de Periódicos da CAPES

Market orientation and industrial salesforce: diverse measure instruments

2003; Emerald Publishing Limited; Volume: 18; Issue: 1 Linguagem: Inglês

10.1108/08858620310458642

2052-1189

José Enrique Bigné Alcañiz, Inés Küster Boluda, Francisco Torán,

Ethics in Business and Education

This paper supports the need for a market‐oriented industrial salesforce. So, in the first part, a definition of industrial salesforce market orientation is proposed, distinguishing between a philosophical approach and a behavioural approach. In the second part, an empirical research is carried out to propose and analyse diverse instruments to measure market orientation in an industrial salesforce context. Unidimensionality, reliability and validity are studied. The aim is to offer some guidelines to sales managers in order to implement market orientation at salesforce level.