The purpose of this study is to investigate the effects of MBO characteristics on sales representative's 'customer orientation' and 'goal orientation'. Through this study, it is expected to suggest how a company could manage the factors of MBO cycle effectively in order to improve 'customer orientat...
The purpose of this study is to investigate the effects of MBO characteristics on sales representative's 'customer orientation' and 'goal orientation'. Through this study, it is expected to suggest how a company could manage the factors of MBO cycle effectively in order to improve 'customer orientation' and 'goal orientation' and then lastly to improve the performance of sales representatives. It is well known that companies are implementing MBO system in order to increase the productivity of sales representatives under the rapidly changing business environments. On the other hand, it is known that 'customer orientation' and 'goal orientation' are the prominent characteristics of sales representatives who shows better performance. If we could understand the relationship between MBO characteristics and sale person's orientations, companies could implement MBO system more effectively and bring about higher productivity of salesmen. According to various studies on MBO, successful MBO implementation has the positive effects on the motivation of salesman and some studies revealed that 'self efficacy', 'responsibility' and 'competitiveness' are closely related with salesman's motivation. Therefore, the author studied the influences of MBO parameters (independent variables) on sales person's 'customer orientation' and 'goal orientation' (dependent variables) by mediating 'self efficacy', 'responsibility' and 'competitiveness' (intervening variables). Since some studies recognized that ① ‘participation and consent on goal setting’, ② ‘challengeable goal’, ③ ‘support of immediate superior’, ④ ‘support of marketing division'’, ⑤ ‘education and training’, ⑥ ‘achievement and feedback’ and ⑦ ‘fairness of evaluation’ are important ways of measuring the effectiveness of MBO cycle, these 7 parameters were tested as independent variables in this study. To test the hypothesis, 275 questionnaires were collected from salesmen working in Korean pharmaceutical companies and 259 valid questionnaires were carefully analyzed by SPSS and AMOS in order to examine the validity and the reliability of the structural model and the hypothesis with statistical significance. The result of this study shows the followings; First. ‘participation and consent on goal setting’, ‘challengeable goal’, ‘support of immediate superior’, ‘support of marketing division', ‘Education and training’ and ‘achievement and feedback’, have positive effects on 'self-efficacy'. Second. ‘participation and consent on goal setting’, ‘challengeable goal’, ‘support of immediate superior’, ‘support of marketing division', ‘Education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ have positive effects on 'responsibility'. Third, ‘support of immediate superior’, ‘Education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ have positive effects on 'competitiveness' Fourth, 'self efficacy', 'responsibility' and 'competitiveness' have positive effects on 'customer orientation'. Fifth, 'self efficacy', 'responsibility' and 'competitiveness' have positive effects on ' performance goal orientation'. sixth, 'responsibility' and 'competitiveness' have positive effects on ' learning goal orientation' In the context of MBO parameters, salesman's orientation and salesman's achievement, this study suggests the followings; First, 'responsibility' among three intervening variables has the strongest effect on 'customer orientation'. As a result, in order to improve 'customer orientation', a company should strengthen 'education and training'. Second, 'competitiveness' among three intervening variables has the strongest effects on 'performance goal orientation'. So, in order to improve 'performance goal orientation', a company should strengthen ‘support of immediate superior’, ‘education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ among MBO parameters. Third, only two intervening variables, 'responsibility' and 'competitiveness' have positive effects on ' learning goal orientation'. In order to improve 'learning goal orientation', a company need to fortify 'support of immediate superior', ‘education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ among MBO parameters ' Fourth, in order to make sales person 'working harder', a company must pay due attention to ‘support of immediate superior’, ‘education and training’, ‘achievement and feedback’, and 'fairness of evaluation’ which are related with 'performance goal orientation'. On the other hand, in order to make sales person 'working smarter', a company must pay due attention to ' education and training', 'support of immediate superior', 'achievement and feedback', 'fairness of evaluation’ that are closely related to 'learning goal orientation and 'customer orientation'. Fifth, most studies have focused on the goal setting stage and the evaluation stage in MBO cycle and have emphasized the importance of parameters in the goal setting and evaluation stage. However, this study shows that the implementation stage is as important as goal setting and evaluation stage in MBO cycle. As mentioned above, this study focused on the relationship between MBO and 'customer orientation' & 'goal orientation'. The survey results have revealed which MBO parameters the companies reinforce in order to improve the sales person's achievement through the motivation. However, this study has some limitations and further studies are needed as follows First, pharmaceutical industry is a knowledge-based business and it's target customers are doctors and pharmacists, expert groups. As a result, there could be some differences in sales compared with other industries. Second, sales persons in pharmaceutical industry are faced with rapidly changing business environments due to new regulation and guidelines on marketing and promotional activit
The purpose of this study is to investigate the effects of MBO characteristics on sales representative's 'customer orientation' and 'goal orientation'. Through this study, it is expected to suggest how a company could manage the factors of MBO cycle effectively in order to improve 'customer orientation' and 'goal orientation' and then lastly to improve the performance of sales representatives. It is well known that companies are implementing MBO system in order to increase the productivity of sales representatives under the rapidly changing business environments. On the other hand, it is known that 'customer orientation' and 'goal orientation' are the prominent characteristics of sales representatives who shows better performance. If we could understand the relationship between MBO characteristics and sale person's orientations, companies could implement MBO system more effectively and bring about higher productivity of salesmen. According to various studies on MBO, successful MBO implementation has the positive effects on the motivation of salesman and some studies revealed that 'self efficacy', 'responsibility' and 'competitiveness' are closely related with salesman's motivation. Therefore, the author studied the influences of MBO parameters (independent variables) on sales person's 'customer orientation' and 'goal orientation' (dependent variables) by mediating 'self efficacy', 'responsibility' and 'competitiveness' (intervening variables). Since some studies recognized that ① ‘participation and consent on goal setting’, ② ‘challengeable goal’, ③ ‘support of immediate superior’, ④ ‘support of marketing division'’, ⑤ ‘education and training’, ⑥ ‘achievement and feedback’ and ⑦ ‘fairness of evaluation’ are important ways of measuring the effectiveness of MBO cycle, these 7 parameters were tested as independent variables in this study. To test the hypothesis, 275 questionnaires were collected from salesmen working in Korean pharmaceutical companies and 259 valid questionnaires were carefully analyzed by SPSS and AMOS in order to examine the validity and the reliability of the structural model and the hypothesis with statistical significance. The result of this study shows the followings; First. ‘participation and consent on goal setting’, ‘challengeable goal’, ‘support of immediate superior’, ‘support of marketing division', ‘Education and training’ and ‘achievement and feedback’, have positive effects on 'self-efficacy'. Second. ‘participation and consent on goal setting’, ‘challengeable goal’, ‘support of immediate superior’, ‘support of marketing division', ‘Education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ have positive effects on 'responsibility'. Third, ‘support of immediate superior’, ‘Education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ have positive effects on 'competitiveness' Fourth, 'self efficacy', 'responsibility' and 'competitiveness' have positive effects on 'customer orientation'. Fifth, 'self efficacy', 'responsibility' and 'competitiveness' have positive effects on ' performance goal orientation'. sixth, 'responsibility' and 'competitiveness' have positive effects on ' learning goal orientation' In the context of MBO parameters, salesman's orientation and salesman's achievement, this study suggests the followings; First, 'responsibility' among three intervening variables has the strongest effect on 'customer orientation'. As a result, in order to improve 'customer orientation', a company should strengthen 'education and training'. Second, 'competitiveness' among three intervening variables has the strongest effects on 'performance goal orientation'. So, in order to improve 'performance goal orientation', a company should strengthen ‘support of immediate superior’, ‘education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ among MBO parameters. Third, only two intervening variables, 'responsibility' and 'competitiveness' have positive effects on ' learning goal orientation'. In order to improve 'learning goal orientation', a company need to fortify 'support of immediate superior', ‘education and training’, ‘achievement and feedback’, and ‘fairness of evaluation’ among MBO parameters ' Fourth, in order to make sales person 'working harder', a company must pay due attention to ‘support of immediate superior’, ‘education and training’, ‘achievement and feedback’, and 'fairness of evaluation’ which are related with 'performance goal orientation'. On the other hand, in order to make sales person 'working smarter', a company must pay due attention to ' education and training', 'support of immediate superior', 'achievement and feedback', 'fairness of evaluation’ that are closely related to 'learning goal orientation and 'customer orientation'. Fifth, most studies have focused on the goal setting stage and the evaluation stage in MBO cycle and have emphasized the importance of parameters in the goal setting and evaluation stage. However, this study shows that the implementation stage is as important as goal setting and evaluation stage in MBO cycle. As mentioned above, this study focused on the relationship between MBO and 'customer orientation' & 'goal orientation'. The survey results have revealed which MBO parameters the companies reinforce in order to improve the sales person's achievement through the motivation. However, this study has some limitations and further studies are needed as follows First, pharmaceutical industry is a knowledge-based business and it's target customers are doctors and pharmacists, expert groups. As a result, there could be some differences in sales compared with other industries. Second, sales persons in pharmaceutical industry are faced with rapidly changing business environments due to new regulation and guidelines on marketing and promotional activit
주제어
#MBO(Management by Objectives) Customer Orientation Learning Goal Orientation Performance Goal Orientation Participation and consent on Goal Setting
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