Influence de l'orientation de l'entreprise vers le marché sur le comportement et les attitudes de la force de vente: résultats empiriques supplémentaires
Restricted accessResearch articleFirst published online September, 1997
Influence de l'orientation de l'entreprise vers le marché sur le comportement et les attitudes de la force de vente: résultats empiriques supplémentaires
Cette étude duplique et développe celle de Siguaw et al. (1994) intitulée « L'influence de l'orientation de l'entreprise vers le marché sur le comportement et les attitudes de la force de vente ». Le modèle proposé a été testé sur un échantillon turc. Différentes industries ont été introduites dans le cadre d'échantillonnage afin de généraliser les résultats de Siguaw et al. à d'autres types d'environnements de vente. Les résultats indiquent que le choix d'orientation d'une entreprise turque vers le marché influence de manière significative les attitudes professionnelles et l'orientation des vendeurs vers le client. Les résultats de la duplication sont généralement plus proches des hypothèses de Siguaw et al. que ne l'étaient ceux de l'étude initiale. Les implications théoriques et opérationnelles sont présentées et des directions pour les recherches futures sont suggérées.
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