Walker O.

Walker, Orville C Jr.

James D. Watkins Professor of Marketing in the Carlson School of Management at the University of Minnesota. His research has largely dealt with salesforce motivation and management, as well as with organizational issues involved in new product development and the implementation of strategic marketing programs. His articles have been published in the Journal of Marketing Research, the Journal of Marketing, and the Strategic Management Journal, among others. He is also the owner and manager of a vineyard in Maiden Rock, Wisconsin.

Research Interest: Sales management, new product development, strategic marketing,

consumer behavior.

Published Papers: JM 7, JMR 5, JBR 3, JR 1, others 5.

Abstract

This study empirically examined organizational determinants of the industrial salesman’s role conflict and ambiguity. Salesman, as boundary spinner, experienced more role conflict and ambiguity. It was due to organization structure and management style. The authors proposed that number of organization department, closeness with supervisor, supervisors?evaluation and communication influence salesman’s role received role. The salesman’s experiences moderate his/her role behavior. The empirical test showed that organization structure and supervisory style have little effect on the conflict salesman perceived. However, close supervisory and communication can be useful in reducing role ambiguity. Management policies did not exert significant impact on role ambiguity and conflict. Experienced salesmen have less role conflict than less experienced salesmen.

The study specified role conflict and ambiguity from the organizational characteristics and supervisory styles. It contributes to understand the dyadic relationships in the industrial selling from perspective of role theory. It is helpful to identify the factors that influence salesman’s performance.

References:

Cox, Amy E and Orville C Jr. Walker (1997), "Reactions to Disappointing Performance in Manufacturer-distributor Relationships: The Role of Escalation And Resource Commitments," Psychology and Marketing, 14(Dec), 8, 791-821.

Walker, Orville C Jr. (1997), "The Adaptability of Network Organizations: Some Unexplored Questions," Journal of the Academy of Marketing Science, 25(Winter), 1, 75-82.

Olson, Eric M; Orville C Jr Walker; Robert W Ruekert (1995), "Organizing For Effective New Product Development: The Moderating Role of Product Innovativeness," Journal of Marketing, 59(Jan), 1, 48-62.

Bergen, Mark; Shantanu Dutta; Orville-C Jr. Walker (1992), "Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories," Journal of Marketing, 56(Jul), 3, 1-24.

Walker, Orville C Jr. and Robert W Ruekert (1987), "Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework," Journal of Marketing. 51(Jul), 3, 15-33.

Ruekert, Robert W and Orville-C Jr. Walker (1987), "Interactions Between Marketing and R&D Departments in Implementing Different Business Strategies," Strategic Management Journal. 8(May/Jun), 3, 233-248.

Ruekert, Robert W and Orville-C Jr. Walker (1987), "Marketing's Interaction with Other Functional Units: A Conceptual Framework and Empirical Evidence," Journal of Marketing, 51(Jan), 1, 1-19.

Ford, Neil M; Orville C Jr. Walker; Gilbert A Jr. Churchill (1985), " Differences in the Attractiveness of Alternative Rewards Among Industrial Salespeople: Additional Evidence," Journal of Business Research, 13(Apr), 2, 123-138.

Churchill, Gilbert A Jr.; Neil M Ford; Steven W Hartley; Orville C Jr. Walker (1985), "The Determinants of Salesperson Performance: A Meta-Analysis," Journal of Marketing Research, 22(May), 2, 103-118.

Ruekert, Robert W; Orville C Jr. Walker; Kenneth J Roering (1985), "The Organization of Marketing Activities: A Contingency Theory of Structure and Performance," Journal of Marketing, 49(Winter), 1, 13-25.

Mahajan, Jayashree; Gilbert A Jr. Churchill; Neil M Ford; Orville C Jr. Walker (1984), "A Comparison of the Impact of Organizational Climate on the Job Satisfaction of Manufacturers' Agents and Company Salespeople: An Exploratory Study," Journal of Personal Selling and Sales Management, 4(May), 1, 1-10.

Dwyer, F Robert; Orville C Jr. Walker (1981), "Bargaining in an Asymmetrical Power Structure," Journal of Marketing, 45(Winter), 1, 104-115.

Berkowitz, Eric N; John R Walton; Orville C Jr. Walker (1979), "In-Home Shoppers: The Market for Innovative Distribution Systems," Journal of Retailing, 55(Summer), 2, 15-33.

Churchill, Gilbert A Jr.; Neil M Ford; Orville C Jr. Walker (1979), "Personal Characteristics of Salespeople and the Attractiveness of Alternative Rewards," Journal of Business Research, 7, 1, 25-50.

Walker, Orville C.; Gilbert A Churchill; Neil M Ford. (1977), "Motivation and Performance in Industrial Selling: Present Knowledge and Needed Research," Journal of Marketing Research, 14(May), 2, 156-168.

Churchill, Gilbert A.; Neil M Ford.; Orville C Jr. Walker (1976), "Organizational Climate and Job Satisfaction in the Salesforce," Journal of Marketing Research, 13(Nov), 4, 323-332.

Ford, Neil M; Orville C Jr. Walker; and Al Et (1975), "Expectation-Specific Measures of The Intersender Conflict And Role Ambiguity Experienced By Industrial Salesmen, Journal of Business Research, 3(April), 2, 95-111.

Walker Orville C Jr. and Neil M Ford (1974), The Potential Secondary Effects of Consumer Legistration," Journal of Consumer Affairs, 8(Winter), 2, 144-156.

*Walker, Orville C.; Gilbert A Churchill, Neil M. Ford, (1975), "Organizational determinants of the Industrial Salesman's Role Conflict And Ambiguity," Journal of Marketing, 39(Jan), 1, 32-39.

Churchill, Gilbert A.; Neil M Ford.; Orville C Walker (1974), "Measuring the Job Satisfaction of Industrial Salesmen," Journal of Marketing Research, 11(Aug), 3, 254-260.

Walker, Orville C.; Richard F Sauter (1974), "Consumer Preferences for Alternative Retail Credit Terms: A Concept Test of the Effects of Consumer Legislation," Journal of Marketing Research, 11(Feb), 1, 70-78.

Richard, Sauter and Orville C Jr. Walker (1972), "Retailers Reactions to Interest Limitation Laws - Additional Evidence," Journal of Marketing. 36(Apr), 2, 58-61.

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