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Linking improvisational behavior, adaptive selling behavior and sales performance

Peerayuth Charoensukmongkol (International College, National Institute of Development Administration, Bangkok, Thailand)
Pornprom Suthatorn (Graduate School, Dusit Thani College, Bangkok, Thailand)

International Journal of Productivity and Performance Management

ISSN: 1741-0401

Article publication date: 28 August 2020

Issue publication date: 18 October 2021

912

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.

Keywords

Acknowledgements

This research is partially funded by the National Institute of Development Administration.

Citation

Charoensukmongkol, P. and Suthatorn, P. (2021), "Linking improvisational behavior, adaptive selling behavior and sales performance", International Journal of Productivity and Performance Management, Vol. 70 No. 7, pp. 1582-1603. https://doi.org/10.1108/IJPPM-05-2019-0235

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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