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Working smarter: the impact of technology on marketer motivation

David J. Good (Grand Valley State University, Allendale, Michigan, USA)
Robert W. Stone (University of Idaho, Moscow, Idaho, USA)

Participation and Empowerment: An International Journal

ISSN: 1463-4449

Article publication date: 1 May 1999

Abstract

The variables impacting marketers’ motivation to work smarter are examined. These influencing variables are the manager’s venturesomeness, job challenge, effort and skill results, as well as self‐esteem. The model is empirically tested using 273 responses to a questionnaire distributed to marketers using a purchased, national mailing list. The empirical tests were done using a structural equations approach and maximum likelihood estimation. The results indicate that the motivation to work smarter is directly and positively impacted by the manager’s job challenge, effort and skill results, and venturesomeness. The manager’s self‐esteem has positive, indirect impacts on the motivation to work smarter through each of the manager’s venturesomeness, effort and skill results, and job challenge. Based on these results, recommendations on how marketers can be encouraged to work smarter are made.

Keywords

Citation

Good, D.J. and Stone, R.W. (1999), "Working smarter: the impact of technology on marketer motivation", Participation and Empowerment: An International Journal, Vol. 7 No. 3, pp. 56-67. https://doi.org/10.1108/14634449910277810

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited