Strategic orientation for failure recovery and performance behavior

Abstract

Purpose

The purpose of this paper is to analyze the moderating effect of salesperson environmental and goal orientation on the relationship between strategic orientation for failure recovery and performance behavior.

Design/methodology/approach

In total, 287 usable samples were collected from surveying sales representatives. The data were analyzed using structural equation modeling.

Findings

The results indicated that the recovery strategy has a positive and significant impact on performance behavior. However, this relationship can be influenced by high levels of competitiveness to generate a smaller commitment in the sales team in behavioral performance and by the fact that salespeople who have a high learning goal orientation ascribed stronger relationships between the recovery strategy and performance goal.

Originality/value

Academically, this research has several purposes. In the sales area, the authors analyze the strategic orientation for failure recovery. The authors believe that this approach is necessary to improve the scientific quality of the studies in the sales area.

Citation

Ladeira, W.J., de Oliveira Santini, F., da Costa, J.R.A. and Ribeiro, L.E.S. (2018), "Strategic orientation for failure recovery and performance behavior", Marketing Intelligence & Planning, Vol. 36 No. 6, pp. 646-660. https://doi.org/10.1108/MIP-07-2017-0130