EL IMPACTO DE LA CREATIVIDAD EN LA ADAPTABILIDAD DEL VENDEDOR
DOI:
https://doi.org/10.47820/recima21.v5i7.5492Palabras clave:
Adaptabilidad de Ventas, Creatividad, MarketingResumen
El objetivo de este artículo es analizar el impacto de la creatividad en la adaptabilidad de los vendedores. Los estudios fueron analizados a la luz de la Teoría de la Venta Adaptativa, abarcando el área del marketing y el constructo de la creatividad. El análisis es relevante para observar cómo los vendedores utilizan la creatividad para adaptarse al cliente en la actualidad. Para ello se realizó una Revisión de la Literatura y una Encuesta en línea, con la participación de 297 vendedores minoristas. La hipótesis señala que la creatividad afecta positivamente la adaptabilidad de las ventas. Se encontró que los vendedores utilizan la creatividad para mejorar su estilo de comunicación y adaptarse mejor al cliente. Finalmente, en cuanto a relevancia, el estudio ofrece implicaciones prácticas y se considera que los resultados generados en este análisis pueden ser utilizados por las empresas para adaptar las acciones del vendedor, a través de la creatividad.
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