Linking improvisational behavior, adaptive selling behavior and sales performance

Peerayuth Charoensukmongkol · Pornprom Suthatorn

48 citations0/0 files storedInternational Journal of Productivity and Performance Management

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Employee Performance and Motivation Job Satisfaction and Organizational Behavior Team Dynamics and Performance

Abstract

Purpose This research examined the relationships between improvisational behavior, adaptive selling behavior and sales performance of direct sellers in Thailand. This research also investigated whether these relationships are moderated by the degree of challenge orientation and sellers' knowledge about the products. Design/methodology/approach The data were collected through a survey with sellers from a subsidiary of a multinational corporation located in Bangkok, Thailand (n = 172). Partial least squares–structural equation modeling was used to analyze the data. Findings Results from data analysis revealed positive relationships between improvisational behavior, adaptive selling behavior and sales performance. The relationship between improvisational behavior and adaptive selling behavior, as well as the relationship between adaptive selling behavior and sales performance, significantly depended on the degree of challenge orientation and the sellers' knowledge about the products. Research limitations/implications The data were collected using self-report measures; the sample was sellers from a single sales organization, and cross-sectional data were used for the analysis. Overall, this study is the exploratory research that does not intend to prove the causal effect of improvisational behavior, but rather to provide new insight on some conditional factors that influence its effectiveness. Practical implications It is essential for sales organizations to ensure that their sales force has adequate improvisational skills to handle sales adaptations effectively during unexpected sales situations. Some training may be offered to the sales force to develop these imperative improvisational skills. Originality/value The results regarding the moderating effect of challenge orientation and product knowledge provided additional insight to prior research about the potential conditions that influence the effectiveness of improvisational behavior and adaptive selling behaviors.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2017PLS-SEM or CB-SEM: updated guidelines on which method to use 2011Effect size estimates: Current use, calculations, and interpretation.1998Issues and opinion on structural equation modeling 2007Specifying Formative Constructs in Information Systems Research 1994The Work Preference Inventory: Assessing intrinsic and extrinsic motivational orientations.1986Knowledge, Motivation, and Adaptive Behavior: A Framework for Improving Selling Effectiveness

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