Examining the Process by Which Salespeople Determine Buying Firm’s Corporate Culture

Abstract

The designation of a ‘culture’ to an organization is a relatively recent phenomenon. From the organizational culture craze of the early 1980’s, the concept has gone from fad to management tool. This article extends the application of this concept into the marketing discipline by proposing relationships between the buyer’s corporate culture and the industrial salesperson’s job performance and satisfaction. The process of acquiring relevant cultural information is explored through a proposed salesperson enculturation curve. Managerial and research implications are advanced.