THE IMPACT OF CREATIVITY ON SALESPERSON ADAPTABILITY

Authors

DOI:

https://doi.org/10.47820/recima21.v5i7.5492

Keywords:

Sales Adaptability, Creativity, Marketing

Abstract

The purpose of this article is to analyze the impact of creativity on salesperson adaptability. The studies were analyzed in the light of the Theory of Adaptive Selling, covering the area of marketing and the construct of creativity. The analysis is relevant in the sense of observing how salespeople use creativity in order to adapt to the customer today. For this, a Literature Review and an online Survey were carried out, with the participation of 297 retail salespeople. The hypothesis points out that creativity positively affects sales adaptability. It was found that the salesperson uses creativity to perfect the communication style and adapt better to the customer. Finally, regarding relevance, the study offers practical implications and it is considered that the results generated in this analysis can be used by companies in order to adapt the seller's actions, through creativity.

Downloads

Download data is not yet available.

Author Biographies

Lilian Laurência Leite

Doutora em Administração pela Universidade do Vale do Rio dos Sinos (UNISINOS).

Jaqueline Silva da Rosa

Doutora em Administração pela Universidade do Vale do Rio dos Sinos (UNISINOS).

João Pedro Tavares Damasceno

Mestre em Ciência Política pela Universidade Federal de Goiás (UFG).

Marizélia Ribeiro de Souza

Mestre em Administração pela Universidade Federal de Goiás (UFG).

References

AHEARNE, M.; HUGHES, D.; JINDAL, R. Managing sales force product perceptions and control systems in the success of new product introductions. Journal of Marketing Research, v. 47, n. 4, p. 764-776, 2010. DOI: https://doi.org/10.1509/jmkr.47.4.764

CHURCHILL, G. A. Marketing Research: Methodological Foundations. 7. ed. Orlando: Dryden Press, 1999.

ECHCHAKOUI, S. Effect of salesperson personality on sales performance from the customer’s perspective: Application of socioanalytic theory. European Journal of Marketing, v. 51, n. 9, p. 1739-1767, 2017. DOI: https://doi.org/10.1108/EJM-03-2016-0147

ELLINGER, A. D.; ELLINGER, A. E.; KELLER, S. B. Supervisory coaching behavior, employee satisfaction, and warehouse employee performance: A dyadic perspective in the distribution industry. Human resource development quarterly, v. 14, n. 4, p. 435-458, 2003. DOI: https://doi.org/10.1002/hrdq.1078

ELSAMEN, A. A.; AKROUSH, M. N. How customer orientation enhances salespeople’s performance? A case study from an international market. Benchmarking: An International Journal, v. 25, n. 7, p. 2460-247, 2018. DOI: https://doi.org/10.1108/BIJ-05-2017-0101

FAUL, F.; ERDFELDER, E.; BUCHNER, A.; LANG, A. G. Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior research methods, v. 41, n. 4, p. 1149-1160, 2009. DOI: https://doi.org/10.3758/BRM.41.4.1149

FIELD, A. Descobrindo a estatística usando o SPSS-5. Porto Alegre: Penso Editora, 2009.

FRANKE, G. R.; PARK, J. E. Salesperson Adaptive Selling Behavior and Customer Orientation: A Meta-Analysis. Journal of Marketing Research, v. 43, n. 4, p. 693–702, 2006. DOI: https://doi.org/10.1509/jmkr.43.4.693

HAIR, J. F.; BLACK, W. C.; BABIN, B. J.; ANDERSON, R. E. Multivariate Data Analysis. 7. ed. Harlow: Pearson, 2014.

HAIR, J. F.; MATTHEWS, L. M.; MATTHEWS, R. L.; SARSTEDT, M. PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, v. 1, n. 2, p. 107-123, 2017. DOI: https://doi.org/10.1504/IJMDA.2017.10008574

HARTMANN, N. N.; WIELAND, H.; VARGO, S. L. Converging on a new theoretical foundation for selling. Journal of Marketing, v. 82, n. 2, p. 1-18, 2018. DOI: https://doi.org/10.1509/jm.16.0268

HERNANDEZ, J. M. C.; HAN, X.; KARDES, F. R. Effects of the perceived diagnosticity of presented attribute and brand name information on sensitivity to missing information. Journal of Business Research, v. 67, n. 5, p. 874-881, 2014. DOI: https://doi.org/10.1016/j.jbusres.2013.07.006

INUZUKA, A. Adaptive selling behavior: a new way of approaching adaptive selling and its effects. Review of Integrative Business and Economics Research, v. 10, n. 1, p. 105-114, 2021.

JAWORSKI, B. J.; KOHLI, A. K. Orientação para o mercado: antecedentes e consequências. Journal of Marketing, v. 57, n. 3, p. 53-70, 1993.

KWAK, H.; ANDERSON, R. E.; LEIGH, T. W.; BONIFIELD, S. D. Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction. Journal of Business Research, v. 94, n. 1, p. 42-55, 2019. DOI: https://doi.org/10.1016/j.jbusres.2018.09.015

MCFARLAND, R. G.; CHALLAGALLA, G. N.; SHERVANI, T. A. Influence Tactics for Effective Adaptive Selling. Journal of Marketing, v. 70, n. 4, p. 103-117, 2006. DOI: https://doi.org/10.1509/jmkg.70.4.103

PARK, J. E.; DEITZ, G. D. The effect of working relationship quality on salesperson performance and job satisfaction: Adaptive selling behavior in Korean automobile sales representatives. Journal of Business Research, v. 59, n. 2, p. 204-213, 2006. DOI: https://doi.org/10.1016/j.jbusres.2005.04.002

PORTER, S. S.; WIENER, J. L.; FRANKWICK, G. L. The moderating effect of selling situation on the adaptive selling strategy–selling effectiveness relationship. Journal of Business Research, v. 56, n. 4, p. 275-281, 2003. DOI: https://doi.org/10.1016/S0148-2963(02)00440-X

SCOTT, M. L.; MENDE, M.; BOLTON, L. E. Judging the book by its cover? How consumers decode conspicuous consumption cues in buyer–seller relationships. Journal of Marketing Research, v. 50, n. 3, p. 334-347, 2013. DOI: https://doi.org/10.1509/jmr.11.0478

SHARMA, A. Consumer decision-making, salespeople’s adaptive selling and retail performance. Journal of Business Research, v. 54, n. 2, p. 125-129, 2001. DOI: https://doi.org/10.1016/S0148-2963(99)00090-9

SPIRO, R. L.; WEITZ, B. A. Adaptive Selling: Conceptualization, Measurement, and Nomological Validity. Journal of Marketing Research, v. 27, n. 1, p. 61-69, 1990. DOI: https://doi.org/10.1177/002224379002700106

WANG, G.; NETEMEYER, R. G. Salesperson creative performance: conceptualization, measurement, and nomological validity. Journal of Business Research, v. 57, n. 8, p. 805-812, 2004. https://psycnet.apa.org/doi/10.1016/S0148-2963(02)00483-6 DOI: https://doi.org/10.1016/S0148-2963(02)00483-6

WANG, H. S.; NOBLE, C. H.; DAHL, D. W.; PARK, S. . Successfully communicating a cocreated innovation. Journal of Marketing, v. 83, n. 4, p. 38-57, 2019. DOI: https://doi.org/10.1177/0022242919841039

WEITZ, B. A. Relationship between Salesperson Performance and Understanding of Customer Decision Making. Journal of Marketing Research, v. 15, n. 4, p. 501-516, 1978. DOI: https://doi.org/10.1177/002224377801500401

WEITZ, B. A.; SUJAN, H.; SUJAN, M. Knowledge, motivation, and adaptive behavior: a framework for improving selling effectiveness. Journal of Marketing, v. 50, n. 4, p. 174-191, 1986. DOI: https://doi.org/10.1177/002224298605000404

WIESEKE, J.; KRAUS, F.; AHEARNE, M.; MIKOLON, S. Multiple Identification Foci and Their Countervailing Effects on Salespeople’s Negative Headquarters Stereotypes. Journal of Marketing, v. 76, n. 3, p. 1-20, 2012. DOI: https://doi.org/10.1509/jm.10.0444

WILLIAMS, K. C.; SPIRO, R. L. Communication style in the salesperson-customer dyad. Journal of marketing Research, v. 22, n. 4, p. 434-442, 1985. DOI: https://doi.org/10.1177/002224378502200408

Downloads

Published

18/07/2024

How to Cite

Leite, L. L., Silva da Rosa , J., Tavares Damasceno, J. P., & Ribeiro de Souza, M. (2024). THE IMPACT OF CREATIVITY ON SALESPERSON ADAPTABILITY . RECIMA21 - Revista Científica Multidisciplinar - ISSN 2675-6218, 5(7), e575492. https://doi.org/10.47820/recima21.v5i7.5492

Issue

Vol. 5 No. 7 (2024): CLICK HERE TO ACCESS THE ARTICLES

Section

ARTIGOS

Categories

License

Copyright (c) 2024 RECIMA21 - Revista Científica Multidisciplinar - ISSN 2675-6218

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Os direitos autorais dos artigos/resenhas/TCCs publicados pertecem à revista RECIMA21, e seguem o padrão Creative Commons (CC BY 4.0), permitindo a cópia ou reprodução, desde que cite a fonte e respeite os direitos dos autores  e contenham menção aos mesmos nos créditos. Toda e qualquer obra publicada na revista, seu conteúdo é de responsabilidade dos autores, cabendo a RECIMA21 apenas ser o veículo de divulgação, seguindo os padrões nacionais e internacionais de publicação.