AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

The perspective of salespeople is important to consider in order to fully understand market orientation and how it influences company performance. Salespeople mediate the firm and its customers, and they are key to the successful implementation of a market orientation. A discrepancy in the perception of market orientation may exist as executives and managers may have an inherently higher assessment of market orientation than other members of the organization. In order to address this issue, the research presented in this paper examines the relationship between cultural and operational market orientation and performance from the perspective of salespeople, managers and customers.

Copyright

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DOI

10.20429/amtp.2026.54

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