The authors used a national sample of 306 industrial salespeople to investigate empirically
a model incorporating the constructs of market orientation, customer orientation, a difference
score, and job attitudes. The results indicate that the selected market orientation of the firm
significantly influences salesperson customer orientation and job attitudes.

This study replicates and extends the Siguaw et al.(1994) study of “The Influence of the
Market Orientation of the Firm on Sales Force Behavior and Attitudes”. The proposed model
was tested further with a Turkish sample, different industries were included in the sampling
frame, and consequently, the generalization of Siguaw et al.'s results to other selling
environments was made available. The results indicate that the selected market orientation
of a Turkish firm significantly influences salesperson customer orientation and job attitudes …