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

  •  Wadie Nasri    
  •  Lanouar Charfeddine    


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.

This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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