영업사원의 전략적 지향성이 기업의 역량과 혁신 행동에 미치는 영향에 관한 연구

This study is about the impact of a salesperson's strategic orientation on performance, among various characteristics that affect the performance of a salesperson. This study aims to find out how representative market orientation, learning orientation, and performance orientation among various orientations affect marketing capabilities and innovation behavior, and to investigate the mediating effect of knowledge sharing behavior in this relationship. A total of 10 hypotheses were presented, divided into those regarding the impact of market orientation, learning orientation, and performance orientation on knowledge sharing behavior, and the impact of knowledge sharing behavior on marketing capabilities and innovation behavior. A hypothesis regarding the mediating effect of knowledge sharing behavior in this process was also established. As a result of the hypothesis testing, market orientation showed a positive effect on knowledge travel movement, and the positive impact of knowledge travel movement on marketing capabilities was rejected as no significant results were found. Additionally, the hypothesis that knowledge gathering behavior would have a positive effect on innovation behavior was rejected as there was a negative relationship. Lastly, regarding the mediating effect, the mediating effect of market orientation on marketing capabilities and innovation behavior was verified, but learning orientation and performance orientation were found to have a greater direct effect. Based on the results of these hypotheses, academic and practical implications regarding the impact of orientation on performance were presented.