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Career orientations of marketing employees : an empirical analysis

conference contribution
posted on 2003-01-01, 00:00 authored by Robin Shaw, C Williams, Lori Shore
There is a distinct gap in research in marketing in relation to understanding the role of marketing employees in organisational marketing performance, in contrast to the usual focus on identifying the contribution of successfully completing marketing tasks in the pursuit of organisational marketing objectives. The major exception to this has been research related to sales personnel, as a subset of all marketing personnel, but even this has usually been from a sales management perspective and not principally from the viewpoint of individual employees. The current study explored the career orientations of marketing employees in relation to the demographic profile and other work-related characteristics of marketing employees. Operationalised by Schein's (1990) Career Orientations Inventory, the 'internal career' of 78 marketing employees at the Australian headquarters of a major multinational manufacturing firm was examined. Sample means indicated that 'Lifestyle', 'Technical Functionality', and 'Pure Challenge' were the dominant career orientations, but a 'General Managerial' orientation also emerged as important, when individual 'Career Anchors' were examined. An 'Entrepreneurial' anchor was found to be the least dominant of the eight anchors measured, which may be seen as somewhat surprising for Marketing employees. Significant relationships were found between some demographic variables and the dominant career orientations, but overall, career orientation tended to be unrelated to the demographic variables. Future research will examine the relationships between employee career orientation and individual position, and marketing productivity.

History

Title of proceedings

ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings

Event

Australian & New Zealand Marketing Academy. Conference (2003 : Adelaide, South Australia)

Pagination

2431 - 2438

Publisher

University of South Australia

Location

Adelaide, South Australia

Place of publication

Adelaide, S.A.

Start date

2003-12-01

End date

2003-12-03

ISBN-13

9780868039831

ISBN-10

0868039837

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2003, ANZMAC

Editor/Contributor(s)

R Kennedy

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