Team Learning and Its Impact on Marketing Team Performance: An Empirical Study

Abstract

The paper explains the effects of internal and external team learning behaviors on the performance of marketing teams. The survey was conducted in the context of a multinational Pharmaceutical Corporation marketing its products in Turkey. Data were collected from members of marketing team which included medical sales representatives, specialized medical sales representatives and districts heads of marketing. The results indicate that both the internal team learning and the external team learning behaviors play significant roles in ensuring the success of marketing teams in continuously identifying, anticipating and satisfying the customer requirements profitably through an efficient deployment of the marketing teams' resources. [PUBLICATION ABSTRACT]