IMO VS. EMO - WHAT DOES THE IMPACT OF COACHING TELL US?

摘要

Given the reality of constant change in global marketplaces, an organizational focus on flexibility and employee training becomes a presumed prerequisite for success. Targeted on coaching, rather than generic training programs, this research served to analyze the impact of an ongoing salesperson coaching program, from both customer perceptions called external market orientation (EMO) and employees perception called internal market orientation (IMO), on a company in the global swimming pool industry. A cross-sectional assessment was conducted 18 months after the coaching program was launched. An earlier study had confirmed a change in customer perceptions (EMO) based on the impact of the coaching program over an 18-month time span. This research focuses more on analyzing and comparing the results from both the EMO and IMO perspectives. Statistically significant differences were identified between employee and customer perceptions related to the coaching program.