Customer integration has received considerable attention in the service literature in order to foster service innovations (e.g. Vargo & Lusch, 2004; Chan, Yim & Lam 2010; Yim, Chan & Lam, 2012; Grönroos & Voima, 2013). The changing role of the customer from being a passive consumer to becoming an active contributor during service provision and co-creator has a significant impact on numerous service firms. Customer integration is essential to many services and successful integration improves service experience of the customer and it allows development of new services in particular (Magnusson, Matthing & Kristensson, 2003; Melton & Hartline, 2010). Against this background, service industries nowadays face the challenge of dealing with new customer and employee roles in times of digitalization, increasing customer activity, changing interaction channels, and development of new business model. While the impact of employee’s customer stewardship on the employee-customer relationship has been investigated in prior studies, is unclear whether an employee’s commitment to the customer also motivates the employee to contribute to service innovation development.We propose that an employee’s level of customer stewardship represents an important requirement for organizational learning about understanding customer needs and to uncover future trends. Based on stewardship and agency theory, we develop a conceptual model proposing that idea generation, articulation, and implementation depend on employee-related factors (e.g., employee stewardship), structural factors (e.g., incentive system), and control-related factors (e.g., monitoring system). Hypotheses are tested using survey data from 390 frontline employees in financial services. Results underline the important roles of employee stewardship and organizational commitment. Insights provide managers guidance how to improve motivation of frontline employees to engage in these important behaviors.

Luxury brand marketers have recently turned their attention to luxury brand consumers and their social brand communities devoted to the brands. Luxury brands appeal to customers by enhancing their images regarding heritage, quality, and artistic value. Luxury fashion brands also establish social media communities to communicate their images more effectively. This study uses the key concepts of integration and interactivity to provide theoretical foundations to investigate luxury brand communities (LBCs) in the social media context. A survey was given to 252 members of Facebook fan pages for luxury brands from South Korea. This study examines effects of interaction as a process on perceived interactivity of LBCs in social media, and consequences, attitude, purchase intentions, and brand loyalties, hence offering implications for luxury brand management academics and practitioners

Since the arrival of omni-channel retailing, which promotes seamless experience for consumers and zero effort commerce, channel integration has been a big issue in both the domestic and the international retail industry. Some researchers have identified problems that can occur in the process of channel integration, such as cannibalization and channel conflict (Coelho & Easingwood, 2003). However, many studies on channel integration report its positive impact on a firm’s revenue growth through improved trust (Schramm-Klein & Morschett, 2006), higher consumer conversion rates (Neslin et al., 2006), and greater cross-selling opportunities (Berry et al., 2010). Regarding the issue of effectively establishing channel integration in order to bring positive synergy to a company, the present study intends to identify a solution within a company’s internal factors. This study aims to provide a strategic perspective on channel integration formation of domestic fashion retailers by identifying some of the key organizational components that drive a firm’s channel integration in this omni-channel era, when the boundaries between online and offline markets are disappearing. This study predicts that organizational structure and strategic orientation are the key components of a fashion retailer’s channel integration implementation in an omni-channel environment. As shown in previous studies, channel integration has a positive impact on a firm’s performance through active and innovative transformation of the organization’s hardware and software (Cao & Li, 2015; Yan, Wang, & Zhou, 2010). In particular, this study introduces channel (extension) strategies (number of different types of channels in both online and offline markets) into channel integration as one of the crucial variables, in addition to the two existing variables. The data were collected through a survey targeting mid-level executives or above, within a business unit of Korea’s fashion companies with over $10 million revenue. Through this selection, a total of 120 samples were used in the final analysis. Hierarchical regression modeling was used to prove the study’s hypothesis. The revenue size of a parent company and SBU was used as a control variable in the level 1 model; channel strategies in the level 2 model; organizational structure in the level 3 model, and organization strategic orientation in the level 4 model, which was used as an independent variable. Integrated back-end system and integrated human resource management, which are the highest levels of channel integration (Cao & Li, 2015; Oh, Teo, & Sambamurthy, 2012), have been used as dependent variables. The main findings of this study are as follows: In a back-end system integration model, organization strategic orientation was identified as the highest level when the organizational structure becomes more centralized, whereas the system integration level is the highest when the model is competitor-oriented and innovation-oriented. In the human resource management integration model, the human resource management integration level is at its highest when the organizational structure becomes formalized and specialized, and organization strategic behavior becomes more competitor-oriented and innovation-oriented.

본 연구에서는 우리 보다 40년 앞서 다문화사회로 진입한 독일이 이주민의 유입으로 생겨난 문화적 충돌과 갈등 및 다양한 사회문제들을 상호문화교육을 통해 적극적으로 해결해 가면서 사회통합을 이루어내려는 노력을 살펴보았다. 독일의 상호문화 교육이 태동된 배경과 상호문화 교육의 발전과정을 살펴봄으로써 얻은 시사점을 토대로 다문화사회에 진입한 우리나라가 시행착오를 줄이면서 사회통합을 위한 지름길을 찾을 수 있고 현재 한국에서 실시되고 있는 다문화교육의 제한점과 문제점들을 극복할 수 있는 대안들을 발견하는 데 도움이 될 수 있는 몇 가지 제안을 하였다. 첫째, 문화상대주의적 관점에서 탈피해 문화를 ‘살아있는 과정’으로 인식해야 한다. 둘째, 배타적 민족중심적인 사고로부터 벗어나 세계화 시대의 핵심자질인 상호문화적 행동능력을 촉진해야 한다. 이를 위해서는 혈통주의를 공론화하여 인종차별 문제를 심도 있게 다루어 공개적 또는 감추어진 인종차별을 의식화하는 교육이 필요하다. 셋째, 자국민과 이주 배경 자녀 모두를 위한 소통의 문화교육(상호문화교육)을 실시하기 위한 교육정책 개발과 제도적 장치 마련이 시급하다. 넷째, 자국민과 이주 배경 자녀들의 상호문화적 의사소통을 위한 전환학습의 장(場)으로서의 학교의 역할을 정립해야 한다. 다섯째, 교육의 전 과정에 문화 간 대화와 소통이 이루어질 수 있는 상호문화적인 내 용과 구조로의 개혁이 필요하다. 교과서에서도 다수민뿐만 아니라 소수민도 동일화할 수 있는 기회가 제공되어야 하고 교사양성 및 교사 연수에서도 상호문화적 관점을 접목해야 한다.

본연구는 최근 한국 대중문화를 관통하는 핵심적 키워드 중 하나인 ‘복고’에 주목했다. 급격한 미디어 환경 변화 속에서 세대별 미디어 격차가 정보격차로 이어지고 이것이 세대갈등을 파생시키고 있다고 보고, 한국 사회의 갈등구조 속에서 복고 미디어콘텐츠가 갖는 세대갈등 완화와 사회통합의 가능성을 탐색하고자 tvN 드라마 <응답하라 1994>에 대한 내용분석과 수용자 심층인터뷰를 수행했다. <응답하라 1994>는 미디어, 대중문화, 정치·경제·사회적 사건을 중심으로 다양한 소재와 삽 입곡, 소품을 활용해 ‘1994년, 서울’이라는 특정한 시대적, 공간적 정서로 문화적 향수를 자극하는 한편 다양한 에피소드와 등장인물들의 성찰적 내레이션을 통해 20대의 사랑과 우정 그리고 가족애 등의 보편적 정서를 담았다. 특히 아날로그에서 디지털로의 미디어 환경 변화와 대중문화의 다양성 확대, 우리 사회에 각인된 정치·경제·사회적 사건이 집약된 1990년대의 재현은 단순히 과거를 감상적으로 추억하고 향유하거나 젊은층의 호기심을 충족시키는 차원에 머무르지 않고 해당 시기를 경험한 세대와 그렇지 않은 세대 모두에게 동일한 사회문화적 경험을 제공함으로써 미디어 격차에도 불구하고 상호 이해와 소통을 활성화시키는 촉매제가 될 수 있음을 확인하였다. 다만 1990년대의 정치·경제·사회적 사건을 주변화, 희화화하거나 시련의 극복 과정은 은폐함으로써 현실도피와 힐링의 기제로 활용한 부분은 한계로 남는다.

M&A의 성공 요인으로서 피인수기업 구성원의 인수기업에 대한 호의적인 태도와 행동을 이끌어 내는 인적통합 과정은 중요한 활동이다. 이에, M&A 분야의 선행연구들은 통합이후, 피인수기업 구성원의 통 합된 조직에 대한 긍정적 태도 및 행동을 이끌어 내는 요인을 규명하기 위한 연구를 많이 진행해 왔다. 그러나 통합과정에 대한 인식과 그에 따른 태도와 행동이 피인수기업 구성원 모두에게 동일하게 발생하 지 않을 수 있으며, 이들의 조직내 특성에 따라 다른 양상으로 발휘될 수도 있다.이에 본 연구는 M&A 이후 피인수기업 구성원의 통합과정에서 피인수기업 구성원의 통합과정에 대한 인식이 이들의 인수기업에 대한 태도에 미치는 영향이 계층(사원, 관리자)과 직종(사무직, 현장직)에 따라 서 어떠한 차이가 존재하는가를 탐색적으로 규명하고자 한다. 선행연구 고찰을 통해 상사지원, 승진기회 인식, 고용안정성, 분배공정성, 절차공정성을 통합과정 요인으로 선정하였다. 또한 M&A 이후 통합과정에 서 경험하는 스트레스와 통합조직에 대한 몰입이 M&A 성과에 영향을 주는 심리적 변수라는 점에서, 스 트레스와 조직몰입을 통합과정 요인이 영향을 미치는 결과변수로 선정하였다. 2000년 후반에 흡수합병을 추진한 국내 통신회사를 연구표본으로 선정하였으며, 설문조사를 통해 713 명의 피인수기업 구성원으로부터 연구변수들을 측정하였다. 분석 결과, 첫째, 피인수기업 구성원 전체를 대상으로 한 경우, 스트레스에 대해서는 고용안정성, 분배공정성, 절차공정성이, 조직몰입에 대해서는 상 사지원, 고용안정성, 분배공정성, 절차공정성이 유의한 영향을 미치는 것으로 나타났다. 둘째, 계층에 따른 분석결과, 승진기회와 고용안정은 관리자의 스트레스에, 분배공정성은 사원의 스트레스에 부(－)의 영향 을 미치는 것으로 나타났다. 또한, 조직몰입의 경우, 고용안정성과 절차공정성은 관리자, 고용안정과 분배 공정성은 사원의 조직몰입에 유의한 영향을 주었다. 셋째, 직종에 따른 분석결과, 고용안정성과 분배공정 성은 현장직의 스트레스와 조직몰입에 유의한 영향을 미친 반면, 절차공정성은 사무직의 스트레스와 조 직몰입에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 피인수기업 구성원의 스트레스와 조직몰입이 동일하지 않으며, 조직 내의 계층과 일의 종류 에 따라서 통합과정에 대해 서로 다른 반응을 할 수 있다는 점을 시사하고 있다. 또한 M&A를 추진하는 기업들은 통합과정에서 피인수기업 구성원들의 계층과 직종을 고려하여 차별화된 통합전략 및 커뮤니케 이션을 전개해야 한다는 점을 보여주고 있다.

The Korea Immigration & Integration Program (KIIP) by the Ministry of Justice offers social integration education in order to educate immigrants about Korean language and culture. This paper presents a case study on the development of Korean language textbooks for KIIP. Korean Language and Culture for Immigrants (Intermediate Levels 1 and 2) is used as a teaching material at 308 social integration education institutions. This paper introduced its development procedure and method, its development directions, the organization of its syllabus, and the content of its units. Its development process involved analyzing purposes of social integration education and of needs of incumbent teachers to develop a teaching material to meet the goals of social integration. Efforts were made to closely connect the content of Korean study to that of culture study with a focus on making culture study lead to an overall understanding of South Korean society and to serve fully as a preparation process to acquire Korean nationality. This paper will hold its value as a guideline to be consulted for the development of Korean language textbooks for immigrants and help teachers make efficient use of textbooks according to the objectives of education in a social integration program.

◉ 목적 : 청각장애 아동의 감각통합 문제에 관한 문헌을 종합하여 작업치료적 관점에서 감각통합에 대한 평가 및 중재의 필요성을 확인하고자 하였다. ◉ 연구방법 : 2006년 1월부터 2015년 5월까지 출판된 청각장애가 있는 아동의 감각통합에 대한 문헌을 대상으로 하였으며 온라인 검색엔진은 PubMed, Scupus, Web of science 그리고 학술지검색은 American Journal of Occupational Therapy를사용하여문헌을수집하였다. 검색에사용된용어는“children”, “deaf”, “hard of hearing”, “persons with hearing impairments”, “hard of hearing”, “hearing impairments”, “sensory integration”, “Sensory processing”와 “occupational therapy”이다. 선정된 문헌은 각 연구의 특성과 근거의 강점을 평가하여 근거수준에 따라 요약하였다. ◉ 결과 : 선정된 연구는 총 4편이며 연구참여자는 91명이었다. 청력손상이 있는 아동은 청각과 전정감각의 손상 외에도 구강감각, 촉각, 시각에서의 제한이 있어 감각통합의 장애로 인한 일상생활의 어려움이 초래되었다. ◉ 결론 : 청각장애 아동의 감각통합에 대한 면밀한 분석과 함께 작업치료적 관점에서 청각장애 아동의 감각통합에 관한 정확한 평가 및 중재의 시행이 요구된다.

This study examines whether or not the South Korean major fishery product import markets; Frozen Pollock, Frozen Long Arm Octopus, and Frozen Hairtail are integrated. We are utilizing the Multivariate and Bivariate Johansen Co-integration test to see if the law of one price(LOP) holds in each market or not. The empirical results show that even though import prices from different countries affect each other in each South Korean major fishery product import market, there is no evidence of LOP in any fishery product import market, which means that none of the markets are integrated. Based on these results, we could expect that the three major fishery product import markets show monopolistic competition among import countries. we would also see whether or not any country plays the role of a price leader in any of the markets. Based on weak exogeneity test results, we might expect that the United States and Malaysia are price leaders in the South Korean Frozen Pollock Import Market and Frozen Long Arm Octopus Import Market, respectively; however, we need to study more on this in the future.

The purpose of this study is to let the entire logistics system be managed in cyberspace by effectively sharing the logistics information between companies involved in the process, changing conventional commerce to electronic commerce. Most of the goods traded through electronic commerce are small goods involving small business transactions. This produces many problems in shipping and delivery and the leads an inefficient logistics system. Another problems is that there is no sharing of information that process the logistics flow and no systematic management of pick-up and delivery information. As a result, rise in logistics cost, longer delivery period and poor service quality are inevitable and these results are becoming an obstacle in the widespread usage of the electronic commerce. Companies that are part of logistics center can cooperate logistics business in Cyber space and share the entire logistics information through the cyber logistics center. This turns out in effective sharing of logistics information, and thus, allows efficient management of logistics, improves logistics service, and reduces logistics cost.

This study explores the impact of a STEM integration teacher professional development program focusing on teachers’ perception of engineering and their attitudes toward integrating engineering into teaching. A total of sixty-eight teachers from ten schools participated in the program for five days. Data are collected from three main sources including (1) pre and post concept maps probing teachers’ perceptions about the engineering discipline, (2) a pre and post survey measuring teachers’ self-efficacy of teaching science/mathematics within the engineering context, and (3) engineering integrated science and (or) mathematics lesson plans and teaching reflections. This study utilizes both qualitative and quantitative research methods depending on the data we have collected. The results show that both science and math teachers thought that integrating engineering into teaching provided valuable outcomes, i.e., promoting students’ learning about engineering and improving their interest in science or math through real-world problem solving exercises. Participants also felt more comfortable about integrating engineering in their teaching after the program. The results also imply that the teachers’ understandings of engineering become more concrete after the program. This study also provides an overview of the challenges and advantages of teaching engineering in K-12 science and mathematics classrooms.

Objective : The purpose of this study is to conduct parent education about autism spectrum disorders with sensory modulation disorder and coping skills for parents to nurture. After parental education participation to verify the effects of parenting stress and parenting efficacy.Methods : The study subjects were conducted with mothers Gwangju and Jeonju 20 people twice a week to target a total of seven sessions of four weeks. Research tools to measure the effectiveness of parent education parenting stress (Korean-Parenting Stress Index; K-PSI) and parenting efficacy (Parenting Sense of Competence; PSOC) was used for tests. Data analysis was performed using SPSS Version 18.0.Results : After a parent education parenting stress was statistically significantly decreased in all categories (p<.001). Influence on the child area has shown that most parenting stress the ‘reinforce parent’ impact on the parent area parenting stress is ‘attachment’ appeared to be the largest of its kind. Parenting Efficacy was also statistically significantly improved in all categories (p<.001).Conclusion : In this study, conducted by a parent education program have reduced parenting stress of mothers to nurture and was confirmed to be effective in promoting parenting efficacy.

차량산업의 기술 패러다임이 소비자의 편의 및 안전기능의 증가와 기술융합 (Convergence)과 더불어 소프트웨어가 핵심적 역할을 하는 시스템기반의 융합 아키텍처 형 태로 진화하고 있다. 이처럼 소프트웨어가 핵심 혁신요소로 대두되는 환경에 따라 R&D 개 발 프로세스를 기계, 품질, 소프트웨어 등 이질적 프로세스를 통합하려는 시도가 있어왔지만, 실제 산업현장에서는 각각의 개발 프로세스가 개별적으로 운영되고 있어 이러한 혼란을 방 지하기 위한 실용적 통합 R&D 프로세스의 개발이 요구되고 있다. 본 연구에서는 프로세스 통합관련 기존 연구를 토대로 주요한 프로세스 통합 요건들을 분 석하고, 실제 차량 산업현장의 문제점 조사 및 분석을 통해 차량 전장품에 적합한 R&D 프로세스의 통합 모형 및 통합 프로세스를 제시하였다. 특히, 부품 단계에서부터 완성차 단계까 지 연결된 통합 프로세스를 개발하기 위하여 실제 산업계의 완성차와 전장품 업체에서 적용 하고 있는 개별 프로세스의 장단점을 비교 분석하였고, 전장품의 구성요소인 시스템, 소프트 웨어, 하드웨어 등 분야별 프로세스의 상관관계 연구를 통해 수행하였다. 마지막으로 본 연 구에서 제시한 통합 프로세스 모델은 현재 일부 전장품 업체에 적용되고 있으며, 모델 개선 을 위한 모니터링을 진행하고 있다.

This study integrates the cognitive appraisal theory and script theory, highlighting the bridging role played by recollective memory. The relationships between visitors’ appraisals, emotions, recollection, storytelling and repurchase intention as they relate to the luxury cruise trip experience were assessed. We developed 14 theoretical hypotheses from a literature review. We then tested these hypotheses using data collected from 300 luxury cruise passengers. To the best of our knowledge this study is the first to incorporate the cognitive appraisal approach into script theory in a luxury tourism setting. Our work discloses that these two theories complement each other and recollection is the tie between them. This research reinforces the theoretical literature on cognitive appraisal and script theory. Moreover, the luxury cruise sector is under pressure due to fierce competition and as a result there is a need to acknowledge the crucial determinants of tourists’ emotional reactions. An understanding of tourists’ emotional experiences, and their antecedents and consequences will aid in the formulation of strategic marketing, segmentation, and communication efforts. The results of our study confirm that different emotional reactions can be elicited due to the power of four appraisal dimensions: appetitive goal congruence, certainty, novelty and agency. The findings not only enrich the cognitive appraisal framework and script theory literature but also provide guidance for managerial and marketing strategies of cruise industry practitioners.

『인도로 가는 길』은 현대소설임에도 불구하고 기존의 연구에서 에피퍼니라는 서술기법의 측면에서는 조명된 적이 없으며, 에피퍼니는 그동안 단지 제임스 조이스의 전유물로 간주되어 왔다. 『인도로 가는 길』에서 가장 중요한 장면 중 하나인 동굴 장면에서 무어 부인은 동굴이 내는 메아리인 “부-움, 우-붐”이란 소리를 듣고 극단적인 회의주의에 빠지게 된다. “부-움, 우-붐”이라는 상징에 극단적 회의주의로 일관하는 무어 부인의 태도나, 이를 인간 간의 고립과 단절이라는 의미로 해석하는 기존의 비평이 모두, 상징의 간접성, 다의성, 그리고 모순성 내지는 이율 배반성을 간과하는 환원론적 태도는 아닌지 검토해 볼 필요가 있다. 이 논문은 『인도로 가는 길』에 나타난 “부-움, 우-붐”이라는 동굴의 메아리를 에피퍼니로 읽어냄으로써, 인도와 영국의 제국주의의 문제, 통합과 분리의 문제 등에 얽혀 있는 개체의 중요성의 문제가 에피퍼니를 통해 어떻게 드러나는지를 살펴보고자 한다.

The Korea-China Free Trade Agreement finally arrived at its preliminary settlement, in the 14th round of negotiations, held on November 10, 2014. This FTA is expected to function as an essential stepping-stone for future trilateral trade agreement between China, Japan and Korea. Further, it is anticipated to considerably contribute to shaping an integrated economic community for East Asia. Therefore, it assigns a diplomatic task of reconciling the speed of growth and harmonizing different systems of the three countries; it is beyond the matter of simple market invasion. This short paper aims to track the process to the settlement of the Agreement and analyze its sectorial substances, from the viewpoint of strategic and diplomatic dynamics in East Asia. The author thereby attempts to suggest a direction of future discussion towards joint subjects of cooperation.

The popularity of online games highlights the need for research approaches that can increase our scientific understanding of online game play experience. This paper proposes a model for examining and evaluating the ways by which factors of game motivate players and shape psychological processes. Previously, Nick Yee has done one of the most extensive and influential empirical research on motivations for play in online games. His research provides the foundation to understand what motivates people to play games and how we can improve our designs based on those findings. His factor analysis revealed ten motivational sub-components that grouped into three overarching components of achievement, social, and immersion. However, there are a handful of empirical results that were unique and did not clearly fit into Yee's motivational components, such as "making a difference", "the search for self", "the search for youth", and "the nurturance motivation", as Yee acknowledged in his paper. Therefore we developed a motivational theory of "reality integration" to encompass the cases that could not be explained by Yee's theory. While his theory was implicity focused on "escapism" (escape from reality), we found that dual and integrated perspectives of "reality integration" and "escapism" of online games are very important in understanding players' behavior and improving game design. The future goal of this research is to develop a motivational design framework for educational games or serious games.

With the highest suicide rate among OECD countries, South Korea is facing serious problems regarding social integration. While many previous studies have focused on the meso or micro level factors responsible for suicide, this paper will discuss macro levelchanges affecting modes of solidarity within Korean society. In the 1950s and 1960s, Koreans shared the common goal of rebuilding the nation. Following that, the 1970s and1980s can be viewed as the era of democratization, during which the development discourse and theses on equality predominated in equal parts. Since the mid-1990s, however, South Korea has been facing an unprecedented level of uncertainty. Each shiftin the societal climate has created a different way for citizens to feel a sense of collectivebelonging. It is argued that as we enter an era where individual isolation can only get worse, research on suicide and on social integration in general should take into consideration national historical trends and their impact on individuals.

One of the longstanding goals of both managers and researchers has been to understand the characteristics of effective salespeople. Selling orientation (SO), one of the general approaches of salespeople, has also been referred to in several studies as selling behaviors (Saxe and Weitz 1982; Brown et al. 1992; Jaramillo et al. 2007). SO is the degree to which salespeople place their own needs and/or the needs of the firm before those of their customers by attempting to sell as much as possible to customers. This is exhibited when salespeople are primarily engaged in selling activities that emphasize “getting the sale” (Schultz and Good 2000; Boles et al. 2001). Few researchers focus their attention on SO as one of the sales approaches enhancing sales performance and previous studies generally discuss SO as a factor negatively correlated with customer orientation (CO) (Saxe and Weitz 1982; Brown et al. 1992). These studies suggest SO should be controlled to encourage CO. However, Schwepker (2003) shows in his overviews of recent research that there is not a general consensus on the relationship between SO and individual sales performance. In fact, some studies indicate that SO increases individual sales performance, while others find that it is not an influential factor (e.g. Goff et al. 1997; Boles et al. 2001; Wachnel et al. 2009). Salespeople are required to adopt long-term perspectives as well as short-term sales results simultaneously in a competitive market; thus, it is meaningful to explore whether SO, as an aggressive sales approach, improves individual sales performance and whether SO can be used as an effective organizational indicator. Some studies, on the other hand, argue that the relationship between SO and individual performance is affected by moderating factors, such as differences in performance measurement (subjective or objective) (Jaramillo et al. 2007) and the sales skill level salespeople possess (Wachner et al. 2009). For example, Wachner et al. (2009) tested the moderating impact of three selling skills: interpersonal skills, salesmanship skills, and technical skills. These studies show that various external and individual factors can affect the relationship between SO and performance. Unfortunately, the impact of internal factors, such as integration with other functional members of the organization, has largely ignored. However, integration between salespeople and a variety of functional members is crucial for exchanging information and activating organizational learning (Rouizes et al. 2005), which may affect sales strategy. Indeed, salespeople, as boundary spanners, cooperate with other functional members and provide the firm with external market information (Griffin and Hauser 1990; Singh 1998; Krohmer et al. 2002). On the other hand, salespeople also receive information and support regarding new products and product delivery from other functional members, which benefits individuals’ sales performance. Our study, therefore, aims to examine the performance impact of SO at the level of the individual salesperson. In addition, we test for the moderating effect of integration with other functional members. We use the term integration as proposed by Kahn (2001), in which levels of integration are gauged by the extent of information exchange and personal interaction, and argue that integration, as an option internally available to salespeople, will increase the effectiveness of a sales approach. The indices we use to judge individual sales performance are as follows: the sales figures achieved, the degree to which the salesperson commits to the target sales figure, the number of new customers found, and the level of task innovation displayed in comparison with other members of the same sales team. SO is usually seen as a short-term sales approach. While pure SO cannot have a positive effect on customer loyalty or satisfaction levels (Boles et al. 2001; Schwepker 2003), it is often the most effective short-term selling method. In fact, Wachner et al. (2009) report that SO directly increased individual sales performance in the B to B market settings. Moreover, Boles et al. (2001) reported that SO is not harmful to relationships with customers for in-store retail settings because customers expect salespeople to engage in selling-oriented behavior to some degree. Schwepker (2003) argues that salespeople are more likely to utilize SO in an effort to meet the demands and goals placed on them when managements use the outcome-based measurements (e.g. financial performance) to evaluate their performance. This may mean that when salespeople take a more strongly selling-oriented approach, they increase their attention on selling itself and find effective methods for increasing performance. These discussions show that SO is influential in increasing sales performance. Our first hypothesis, therefore, is: H1. SO positively affects individual sales performance. Meunier-FitzHugh and Piercy (2007) emphasize that the selling of products and services is not exclusive to marketing or sales. Integration between different functional members is vital to improved customer satisfaction and product development performance (Kahn 2001). In addition, Kahn and Mentzer (1998) show that integration between different functional members has a positive influence on performance in terms of department success, overall firm performance and new product development. The authors explain that the information exchange intrinsic to integration allows members to reduce uncertainty, thereby facilitating different types of performance. By transmitting information and interacting with members who work in complementary functions, salespeople are more likely to increase their product knowledge and control time schedules. Accordingly, we expect integration with other functional members to positively impact individual performance. According to Storbacka et al. (2009), sales can play an important role in new product development, which also increases opportunities to broaden customer relationships and modify sales strategies. We argue that when integration is coupled with SO, individual performance improves because integration modifies SO’s aggressive behaviors into an adaptive selling style. Adaptive selling is considered “the altering of sales behaviors during a customer interaction or across customer interactions based on perceived information about the nature of the selling situation” (Weitz et al. 1986, p. 175). Franke and Park (2006) argue that the benefits of adaptive selling behaviors are likely to outweigh the costs of gathering and applying information to specific situations, thereby improving overall individual sales performance. Thus, if salespeople integrate with other functional members in the process of selling products and providing customized service according to customer needs, we expect that the relationship between SO and individual performance will be stronger. On the other hand, role ambiguity of salespeople may be reduced by high SO, which stimulate salespeople to put higher priorities on selling and short-term purpose (Tubre and Collins, 2000; Wachner et al. 2009). Low role ambiguity will make functional integration efficient and effective since allocation and coordination regarding functional roles cost less compared with the situation where the roles are ambiguous. Therefore, when salespeople have higher SO, integration produces more results in shorter time. Hence, on the basis of this reasoning, we hypothesize that: H2. Integration positively affects individual sales performance. H3. The positive relationship between SO and individual sales performance is stronger when salespeople are more integrated with other functional members. 382 questionnaires were handed out to a firm and 186 salespeople including the sales managers filled in the questionnaires. This company’s services and products are related to real estate, car insurance and financial insurance. We chose this particular company because the salespeople are encouraged to use SO approaches and generally integrate with other functional members. Based on Wachner et al. (2009), SO was measured with a three-item indicator that included the following items: “high sales performance is more important than how to accomplish it,” “I try to focus attention on the degree of sales performance compared with others,” and “when a company appraises salespeople, only financial performance has to be considered.” These measures were modified from those used in Wachner et al. (2009) to reflect SO’s short-term transactional manner and emphasis on high financial performance. In addition, the integration with other functional members referred to in Kahn and Mentzer (1998) was also measured using an indicator with the following items: “I frequently exchanges information with other functional members,” “I am actively gathering information from colleagues with different functions,” “critical information is shared between colleagues with different functions,” and “the integration between sales and other functions is possible.” We assessed the validity and dimensionality of our reflective constructs by performing a confirmatory factor analysis (CFA). Our CFA model contains SO (three items, α= .730), integration (four items, α= .839), and performance (four items, α = .826). The model shows an acceptable fit with the data with a χ2 of 153.481 (df = 41, p< .001), a comparative fit index (CFI) of .926, AGFI of 0.846 and a root mean square error of approximation (RMSEA) of .10. We conducted a moderated hierarchical regression analysis to test our hypotheses. Regression results have been provided in Table 1. After mean-centering the interaction variables, multicollinearity was irrelevant because the VIF of the multicollinearity statistic was low level. Model 1 includes control variables and the effects of SO and integration. Model 1 reveals a positive effect of selling orientation (β= .201, p< .01) and integration (β= .358, p< .001) on performance. In Model 2, interaction terms were added. The Model 2 results indicate that the interaction effect between SO and integration on performance is positive and significant (β= .142, p< .05) supporting H3. Post hoc analysis also confirms that integration moderates SO to increase performance. Specifically, examination of the simple regression lines show that there is only an effect of the SO on performance when the salesperson’s integration level is high (t= 3.60, p< .00), but is not significant when integration level is low (t= 1.085, ns). Overall, our results indicate that SO and integration have an important impact on individual sales performance. In addition, as shown by Fig. 1, SO affects individual performance more positively when salespeople integrate more fully with other functional members. These results highlight the tact that, when they co-exist, SO and integration between different functional members contributes to increased individual sales performance. As one of the components of market orientation, integration with other functional members prompts salespeople to consider customer satisfaction. By exchanging knowledge and contributing to internal information flow, integration allows salespeople to develop SO into an adaptive selling approach, thereby increasing sales performance. On the other hand, because high SO results in salespeople using their time and efforts more effectively for performance with integration than low SO, sales performance increases. From a theoretical perspective, the findings we report here taking into account the moderating effects of integration, present a new understanding of the relationship between SO and individual performance. Moreover, our findings have managerial implications. Although SO has a positive effect on individual performance, SO also presents considerable challenges, such as decreasing customer loyalty and endangering salespeople’s job satisfaction (Boles et al. 2001; Schwepker 2003). As a result, the relationship between SO and salespeople’s individual performance requires more discussion and should be considered carefully. Our study shows that sales management could potentially increase sales performance by using cross function teams and setting financial goals, which would simultaneously encourage integration as well as SO (Rouziès et al. 2005).