In B2B environment the role of sales has become providing the customers with tailored solutions instead of just presenting the products or services and negotiating the prices. The contacts with the customers and many organizations focus on increasing creativity in sales both at individual and corporate level. The purpose of this study was to study how firm market orientation rientation and their relationship with creativity in sales. In order to evaluate the research model, a questionnaire was developed by gathering scales which were reported as valid and reliable in previous research and applied as an online survey to B2B sales professionals. The data were analyzed with partial least squares-based structural equation modelling (PLS-SEM) procedures, using SmartPLS. The in sales. Furthermore, as a result of the study it was found out that firm market orientation orientation. These results may lead to important implications for the effective implementation of strategies by organizations business markets and also inspire researchers in marketing for enhancing the understanding with additional studies.
Samet AYDIN (Thu,) studied this question.