This
research has been conducted to answer a basic question of how strategic
orientation is developed in sales
strategy development process, especially how
customer
orientation and sales force orientation are considered and mediated to
influence the variability of sales
performance. Two basic concepts on strategy
quality and customer portfolio have been discussed to find the rationality on
how strategic orientation is mediated to generate and enhance sales
performance. To do so, a conceptual model has been developed comprising 7 hypotheses
and tested in a direct selling business. Research finding demonstrated that
this model was well accepted and clearly indicated significant causal
relationship between variables in the model. Some research gaps have been
raised for further research.