EL IMPACTO DE LA CREATIVIDAD EN LA ADAPTABILIDAD DEL VENDEDOR
Resumen
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.
Biografía del autor/a
Doutora em Administração pela Universidade do Vale do Rio dos Sinos (UNISINOS).
Doutora em Administração pela Universidade do Vale do Rio dos Sinos (UNISINOS).
Mestre em Ciência Política pela Universidade Federal de Goiás (UFG).
Mestre em Administração pela Universidade Federal de Goiás (UFG).
Referencias
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
Licencia
Derechos de autor 2024 RECIMA21 - Revista Científica Multidisciplinar - ISSN 2675-6218
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
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.