Proceedings of the International Conference on Business and Management Research (ICBMR 2020)

Customer Orientation’s Vital Importance to Achieve Sales Effectiveness

Authors
Ken Grant, Hanny Nasution, Bill Pickett
Corresponding Author
Hanny Nasution
Available Online 23 December 2020.
DOI
10.2991/aebmr.k.201222.010How to use a DOI?
Keywords
Customer orientation, Interfunctional coordination, Competitor orientation, Salesforce performance, Sales organization effectiveness, SMEs
Abstract

Previous studies have found sales management control, salesforce characteristics and salesforce performance are considered as key drivers of sales organization effectiveness. There is a lack of studies emphasizing the importance of market orientation in relation to sales organization effectiveness, especially in the small and medium enterprises (SMEs) context. The research aims to investigate the relationship between market orientation components (i.e. customer orientation, interfunctional coordination, competitor orientation) and sales organization effectiveness. The respondents for this study were managers of SMEs in charge of the sales team. A descriptive research design was used to collect data from SMEs across Australia. Path analysis was used to test the hypotheses. The results indicate that, for SMEs, customer orientation was found to be the key element of the three components of market orientation in terms of their impact on sales organization effectiveness. The results and managerial implications are discussed.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
23 December 2020
ISBN
978-94-6239-309-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.201222.010How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Ken Grant
AU  - Hanny Nasution
AU  - Bill Pickett
PY  - 2020
DA  - 2020/12/23
TI  - Customer Orientation’s Vital Importance to Achieve Sales Effectiveness
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
PB  - Atlantis Press
SP  - 71
EP  - 78
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201222.010
DO  - 10.2991/aebmr.k.201222.010
ID  - Grant2020
ER  -