文章基本信息

标题：Motivating Salespeople to Contribute to Marketing Intelligence Activities: An Expectancy Theory Approach
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作者：Wadie Nasri ; Lanouar Charfeddine
期刊名称：International Journal of Marketing Studies
印刷版ISSN：1918-719X
电子版ISSN：1918-7203
出版年度：2012
卷号：4
期号：1
页码：168
DOI：10.5539/ijms.v4n1p168
语种：English
出版社：Canadian Center of Science and Education
摘要：This study was to investigate the motivational factors that may contribute to explain salespeople’s motivation toward marketing intelligence activities. The proposed conceptual model utilizes expectancy theory, a process theory of motivation. Three factors can motivate salesperson to exert effort to collect and transmit information from the field expectancy, instrumentality and valence. The proposed conceptual model provides a manager a better understanding that salespeople will motivated and given amount effort to contribute marketing intelligence activities if he or she will gather good information about competitors or about customers and receive a reward for the information transmitted, which he or she really want to obtain.