RELATING MARKET ORIENTATION TO SALESPER-SONS OUTCOME PERFORMANCE: EMPIRICAL EVI-DENCE FROM PHARMACEUTICALS INDUSTRY

The purpose of this study is to examine the serial mediation role of sales manager control and salesperson behavioral performance on the relationship between market orientation and salesperson outcome performance in the pharmaceuticals industry in Pakistan. Improving salesperson performance through sales manager control and behavioral performance is a growing issue in the globally pharmaceuticals industry and these factors can improve the performance of pharmaceuticals industry. This study tends to investigate the meditational relationship of sales manager behavioral control on market orientation and salesperson outcome performance through sequential meditational approach. In this study 320 sales managers are respondents and self-administered survey was employed targeting sales managers working at pharmaceuticals companies operating in Pakistan. Its research utilizes the non-probability convenience sampling for study and study has cross section type. Specifically, the results show that market orientation is related to salespersons outcome performance through first sales manager control and then salesperson behavioral performance. The last section of this paper discusses its theoretical and practical implications along with limitations and future directions.