A Job Demands-Resources Perspective on Salespersons' Market Intelligence Activities in New Product Development

Journal of Personal Selling and Sales Management, Vol. 36, No. 1, 19–39, 2016

Posted: 9 Apr 2016

See all articles by Sabine Kuester

Sabine Kuester

University of Mannheim, Department of Marketing & Innovation

Rauch Andreas

University of Mannheim - Department of Marketing

Date Written: January 14, 2016

Abstract

Research shows that R&D’s use of sales’ market intelligence positively influences innovation performance. However, little is known about whether this effect hinges on salespersons’ engagement towards and perceptions of market intelligence activities (MIA). Moreover, research remains incomplete regarding the drivers of salespersons’ MIA engagement. Using dyadic data from 359 salespersons and 239 R&D managers in a multi-level model based on the job demands-resources theory, we demonstrate that the positive effect of R&D’s use of sales’ market intelligence on innovation performance is especially pronounced when salespersons’ market intelligence generation is high and role ambiguity is low. We also show that although salespersons’ self-set MIA goals are a strong driver of their MIA engagement, not assigning salespersons MIA goals may be a double-edged sword: in the short run, salespersons might engage in MIA voluntarily. However, in the long run, they could incur psychological costs in terms of role ambiguity and conflict, preventing them from engaging in MIA.

Keywords: Sales force management, market intelligence activities, job demands-resources theory, innovation performance, sales control

Suggested Citation

Kuester, Sabine and Andreas, Rauch, A Job Demands-Resources Perspective on Salespersons' Market Intelligence Activities in New Product Development (January 14, 2016). Journal of Personal Selling and Sales Management, Vol. 36, No. 1, 19–39, 2016, Available at SSRN: https://ssrn.com/abstract=2718025

Sabine Kuester (Contact Author)

University of Mannheim, Department of Marketing & Innovation ( email )

Germany

Rauch Andreas

University of Mannheim - Department of Marketing ( email )

L5, 1
Mannheim, 68131
Germany

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