Motivating Salespeople to Contribute to Marketing Intelligence Activities: An Expectancy Theory Approach

Wadie Nasri, Lanouar Charfeddine

Abstract


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.


Full Text: PDF DOI: 10.5539/ijms.v4n1p168

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This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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