What is it about?
The inclination of B2B salespeople in relaying customers' knowledge amongst the co-workers, and utilizing this knowledge in crafting value-added solutions, helps to bridge their learning propensity and accomplishments of work-related goals. Uniquely, their abilities in sensing customer knowledge do not appear to link up the gap between learning inclination and work outcomes.
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Why is it important?
Salespeople always find themselves overwhelmed and oversaturated with market information. Hence, by unlearning any unproductive customer knowledge, they may be able to keep track of the current and future needs of customers. On the opposite, they also need to make sense of unpredictable information even if they were deemed unimportant since this customer knowledge may suddenly become valuable and relevant at other times. Instead of taking the 'play-it-safe' approach, salespeople need to be exposed to the 'generative learning' process. This process involves them to frequently reflect their current ways of doing things and not afraid to question the existing assumptions.
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This page is a summary of: Mediating effects of individual market orientation on the link between learning orientation and job performance, Journal of Business and Industrial Marketing, January 2020, Emerald,
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