The role of self-regulatory mode on acquisition–retention ambidexterity
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 28 August 2019
Issue publication date: 21 October 2019
Abstract
Purpose
The purpose of this study is to develop a theoretical model that posits locomotion-assessment ambidextrous orientation as predictor of salesperson acquisition–retention ambidexterity, which as a consequence increases sales. The authors drawing on regulatory focus theory and self-regulatory for this propose.
Design/methodology/approach
Salespeople involved in the study represent different firms selling a wide variety of food and household products to a wholesaler, which resells them to supermarket chains. The authors collected data from 231 industrial salespeople.
Findings
First, salesperson assessment focus amplified locomotion’s effect on acquisition–retention ambidexterity. Second, salespeople increased their performance by implementing an acquisition–retention ambidextrous orientation that balances prospecting for new customers and growing existing customers. Third, findings revealed a mediating effect of ambidextrous orientation on the relationship between regulatory mode and sales performance. Finally, outcomes supported the conditional moderated-mediated effect of regulatory mode in explaining performance through ambidextrous orientation.
Practical implications
Results suggest that salespeople need to equalize their dual orientations in a complementary way to elaborate their selling strategies according to each customer. For example, in an unbalanced orientation, putting high levels of assessment into a sales encounter can reduce the effective and efficient use of time in interacting with customers.
Originality/value
The authors further illustrate the importance of using both locomotion and assessment in attaining sales goals (Pierro et al. 2013). This synergistic effect is known as the complementary hypothesis (Pierro et al., 2006a, 2006b). Each dimension complements the other and has a moderated-mediated effect on performance through acquisition–retention ambidexterity.
Keywords
Citation
Vieira, V.A., Faia, V.d.S., Boles, J., Marioti, B.R. and Pereira, R.C. (2019), "The role of self-regulatory mode on acquisition–retention ambidexterity", Journal of Business & Industrial Marketing, Vol. 34 No. 8, pp. 1813-1826. https://doi.org/10.1108/JBIM-03-2018-0114
Publisher
:Emerald Publishing Limited
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