THE ROLE OF MARKETING CAPABILITIES IN MEDIATING THE INFLUENCE OF MANAGER CAPABILITIES TOWARD SALES FORCE ACHIEVEMENT

Abstract

ABSTRACT

          The increasingly competitive sales environment has led business practitioners, especially managers, to consistently emphasize their sales teams to achieve desired performance. Sales organizations are challenged to compete and create sustainable competitive advantages to achieve optimal sales performance. The role of Organizational Competitive Orientation, rarely studied specifically, has seen limited attention in research. Most marketing literature focuses on Market Orientation and its impact on Sales Force Performance. This study aims to explore the Mediating Role of Marketing Capabilities in the Influence of  Managerial Capabilities on Salesperson Performance. The relationships among four constructs - Organizational Competitive Orientation, Managerial Capabilities, Marketing Capabilities, and Sales Force Performance - are analyzed using five hypotheses through Structural Equation Modeling (SEM). Additionally, one mediation hypothesis is tested using the Sobel Test, involving 200 sales force respondents from various industries in West Kalimantan.