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

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.