An Exploratory Assessment of Sales Culture Variables: Strategic Implications within the Banking Industry

Document Type


Publication Date

Summer 2001


Growing, or even simply sustaining, profitability in today's rapidly changing environment is a daunting task. The purpose of a study is to empirically examine the sales culture (SC) concept and discuss its importance in contemporary business strategy. First, the study will discuss market orientation from a corporate culture perspective. Second, the sales culture component of a market orientation will be defined and examined. Third, an exploratory investigation of constructs associated with sales culture will be investigated using an example taken from an industry that is experiencing rapid change, the banking industry. Finally, strategic implications, limitations and suggestions for future research will be shared.