The mediator role of sales force management capability on the relation between market orientation and financial performance

Informações

Código: EMA253
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 06 - Marketing de Serviços, de Relacionamento e de Vendas

Autores

Graziela Perretto Rodrigues (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) grazielarodrigues@gmail.com
CECILIA SOUTO MAIOR DE BRITO (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) cecilia.soutomaior@gmail.com
Renata Barbara Moreno (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) renatamorenob@gmail.com
Ana Maria Machado Toaldo (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) anatoaldo@hotmail.com
Renato Zancan Marchetti (Prog de Pós-Grad em Admin – PPAD/PUCPR - Pontifícia Universidade Católica do Paraná) remarche@axer.com.br

Resumo

Market orientation has an influence on how sales management works to attract, engage and retain customers. This study demonstrates that sales force management capability is a driver to financial performance when influenced by marketing orientation. Results were found by the exploration of sales management force capability’s three dimensions (sales force structure, talent management, and customer segmentation). To explore these relationships, a survey (n=223) was applied in TIC companies in Brazil. A bootstrap regression technique allowed us to understand how market orientation intensity is determinant to financial performance whereas sales management force capability fully explains this effect. Theoretical and practical contributions are concerned in show that sales force management capability is essential to achieve financial performance, mainly talent management dimension, providing practitioners new understanding to better manage organizational resources.

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