Date of this Version


Document Type

Discussion Paper

Publication Details

Judy A. Siguaw, Gene Brown and Robert E. Widing II (1993) The Influence of the Market Orientation of the Firm on Salesforce Behaviour and Attitudes

The authors gratefully acknowledge the helpful suggestions of Jagdip Singh on an earlier version of this paper, and thank Barton A. Weitz and the three anonymous JMR reviewers for their valuable comments. This research was partially supported by grants from the Cameron School of Business Administration, University of North Carolina at Wilmington. All authors contributed equally to this paper.

School of Business Discussion Paper ; No. 43, Jul. 1993

© Copyright Judy A. Siguaw, Gene Brown, Robert E. Widing II and the School of Business, Bond University


A national sample of 306 industrial salespeople were used to empirically investigate a model incorporating the constructs of market orientation, customer orientation, a difference score, and job attitudes. The findings indicate that the selected market orientation of the firm significantly influences salesperson customer orientation and job attitudes.

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