Sales Performance

The important role of leadership in management of today's organizations has been emphasized for many years by executives and experts in the field. The role of knowledge in leading organizations is prominent. This study aims to examine the role of the knowledge-Oriented Leadership in market orientation that seeks to achieve innovation. Market orientation (MO) lies at the bottom of modern marketing thinking and practice. Although research has shown that MO contributes to firm performance through innovation implementation, an understanding is lacking on how the dimensions of MO (customer orientation, competitor orientation, and inter-functional coordination) may have differential effects on innovation, especially in the sales force context. As a survey research, data were gathered through a structured questionnaire with a sample of 92 executive-level employees employed in ISPs in Mazandaran province. SEM was used to examine the standard error of the estimate and t-values. Findings suggest that knowledge-oriented leadership has a positive effect on innovation implementation by mediating of market orientation. Interestingly, innovative organizational culture was found to have mediated the relationship between Knowledge-oriented leadership and innovation implementation of the ISPs in Mazandaran. Moreover, results indicate that effect of sales force market orientation on sales performance is fully mediated by innovation implementation.

The purpose of this study is to evaluate online marketing tools and provide a model to improve sales performance. This qualitative research is applied in terms of purpose. Subjects in qualitative research are people living in the cities of Nowshahr, Chalous, and Tonekabon, whose sample size in the qualitative section includes knowledgeable interviewees in the field of online business. The data collection tool was purposeful and MAXQDA software was used for data analysis. In a small phase, the subjects were Caspian littoral consumers in the field of online business, about 400 of whom were selected to collect data from them. The AMOS and EXCEL have been used to test the hypotheses of structural model equations, and perform Dematel analysis. The results showed that the amount of  for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the   rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors. The calculated   value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security. The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance. The results showed that the amount of E_j for e-services and electronic security was negative, which indicates the influence (disability variable) of the above factors in the conceptual model of the research. Also, the E_j rate for electronic advertising and electronic support is more than zero, which indicates the effectiveness (cause variable) of these factors. The calculated P_i value shows that the order of importance of the five indicators in the present research model is: 1- Electronic services 2- Electronic support 3- Electronic customer orientation 4- Electronic advertising 5- Electronic security. The results show that five indicators (e-services, e-security, e-support, e-advertising, and e-customer orientation) are components and tools of online marketing to improve sales performance.