TITLE

THE ROLE OF CULTURE STRENGTH IN SHAPING SALES FORCE OUTCOMES

AUTHOR(S)
Barnes, John W.; Jackson, Donald W.; Hutt, Michael D.; Kumar, Ajith
PUB. DATE
June 2006
SOURCE
Journal of Personal Selling & Sales Management;Summer2006, Vol. 26 Issue 3, p255
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Although a strong culture has been widely acknowledged as a defining characteristic of successful firms, past research has failed to examine the influence it exerts on the attitudes and behavior of salespeople. In a two-sample study, we measure culture strength and explore its relationship to value congruity and to three sales force outcomes that define the sales management research tradition: role stress, organizational commitment, and job satisfaction. Within the contexts of the sales subculture of a Fortune 500 firm (Study 1) and specialized sales organizations (Study 2), the results reveal a compelling portrait of the forces that shape salesperson-culture fit. Specifically, the results of both studies indicate that a strong culture leads to higher levels of value congruity, job satisfaction, and organizational commitment, and lower levels of role stress. Key implications are highlighted for sales managers and for researchers.
ACCESSION #
21639035

 

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