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The influence of cultural intelligence on sales self-efficacy and cross-cultural sales presentations: does it matter for highly challenge-oriented salespeople?

Peerayuth Charoensukmongkol (International College, National Institute of Development Administration, Bangkok, Thailand)
Arti Pandey (International College, National Institute of Development Administration, Bangkok, Thailand)

Management Research Review

ISSN: 2040-8269

Article publication date: 7 July 2020

Issue publication date: 30 November 2020

1200

Abstract

Purpose

This paper aims to examine the effect of the cultural intelligence (CQ) of salespeople, who engage in cross-cultural selling, on the quality of cross-cultural sales presentations (CSSP) they demonstrate. Based on the self-efficacy theory, this research proposes that the effect of CQ on the quality of CSSP is mediated by sales self-efficacy (SSEF). Moreover, this research explores whether the effect of CQ on SSEF and the quality of CSSP can be moderated by the level of challenge orientation (CHO) that salespeople exhibit.

Design/methodology/approach

Survey data were collected from 282 salespeople who work at international tradeshows in Japan, India and Vietnam. Partial least squares structural equation modeling was used for data analysis.

Findings

The results support the significant effect of sales-efficacy that partially mediates the association between CQ and CSSP. Moreover, the analysis of the moderating effect of CHO significantly shows that the positive association between CQ and CSSP is stronger for salespeople who possess low levels of CHO than those who possess high levels of CHO.

Originality/value

From the theoretical perspective, this research contributes to CQ literature by using the self-efficacy theory as a framework to provide a theoretical explanation as to why CQ could allow salespeople to perform better in sales communication with foreign customers. Moreover, this research broadens the knowledge of previous CQ research by showing that CQ might be particularly more important for individuals who lack CHO attitude toward the tasks they perform.

Keywords

Citation

Charoensukmongkol, P. and Pandey, A. (2020), "The influence of cultural intelligence on sales self-efficacy and cross-cultural sales presentations: does it matter for highly challenge-oriented salespeople?", Management Research Review, Vol. 43 No. 12. https://doi.org/10.1108/MRR-02-2020-0060

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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