Author/Authors :
NAEEM, BASHARAT COMSATS Institute of Information Technology - Lahore Campus - Department of Management Science, Pakistan , NAEEM, BASHARAT Institute of Business Administration (IBA), Pakistan , NAEEM, BASHARAT University of the Punjab - Gujranwala Campus, IBA, Pakistan , NAEEM, BASHARAT University of Management and Technology, Pakistan , MALIK, MUHAMMAD EHSAN Institute of Business Administration (IBA), Pakistan , MALIK, MUHAMMAD EHSAN University of the Punjab - Gujranwala Campus, IBA, Pakistan , MALIK, MUHAMMAD EHSAN COMSATS Institute of Information Technology - Lahore Campus - Department of Management Science, Pakistan , MALIK, MUHAMMAD EHSAN University of Management and Technology, Pakistan , BANO, NEELAM COMSATS Institute of Information Technology - Lahore Campus - Department of Management Science, Pakistan , BANO, NEELAM Institute of Business Administration (IBA), Pakistan , BANO, NEELAM University of the Punjab - Gujranwala Campus, IBA, Pakistan , BANO, NEELAM University of Management and Technology, Pakistan
Abstract :
The main purpose of this study is to assess empirically to what extent sales force perceptions of optimism subculture are related to their Organizational Citizenship Behaviours directed towards organization (OCB-O) in the context of pharmaceutical industry of Pakistan. Survey methodology with descriptive research design is used to test the hypotheses. The results of hierarchical regression analyses of one hundred and ninety seven pharmaceutical sales persons’ responses revealed that optimism subculture had significant positive effect on OCB-O and its dimensions such as civic virtue and conscientiousness, with exception of sportsmanship, controlling the effects of gender, education, age and selling experience of sales force. Practical implications of study findings and future research suggestions are presented, too.
Keywords :
Pharmaceutical sales force , Pakistan , Optimism subculture , Civic virtue , Conscientiousness , Sportsmanship , OCB
