Optimisation of knowledge sharing behaviour capability among sales executives: application of SEM and fsQCA

Abstract

Purpose

This study aims to empirically investigate the effects of supportive, innovative and information technology (IT)-driven organisational culture on the optimisation of knowledge-sharing behaviour capability (KSBC) among sales executives. The authors propose that such effects are mediated by the sense of well-being (SWB) and IT-driven absorptive capacity (ITAC) among sales executives.

Design/methodology/approach

A conceptual model was developed. Survey data were based on a sample of 323 sales executives of different manufacturing and service-intensive (i.e. business to consumers) firms. The data analyses were conducted by structural equation modelling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) methods.

Findings

Results from SEM support all the direct relationships. Supportive and innovative organisational culture has a significant and positive influence on the optimisation of KSBC among sales executives, and these effects are mediated by their SWB. Moreover, the ITAC of sales executives mediated the relationships between IT-driven organisational culture and optimisation of KSBC among them. Results from fsQCA with the same data show that ITAC and SWB among sales executives are necessary conditions for the optimisation of KSBC. In addition, ten combinations of these variables were explored, where three sufficient conditions significantly influenced the outcome variable.

Research limitations/implications

This study is cross-sectional in nature and is conducted among sales executives by combining the data from manufacturing and service-intensive firms. To examine the proposed model, this study can be supplemented by future research using a longitudinal data collection method separately.

Practical implications

This research shows an effective role to optimise KSBC among sales executives in the field of knowledge management practice literature. Supportive, innovative and harmonious culture, IT-driven communication platform and well-established IT learning plans implemented by the firms can sophisticate to optimise KSBC among sales executives.

Originality/value

To the best of the authors’ knowledge, this research is a pioneer study conducted to explain the KSBC among sales executives by using mixed methods research. This research discusses the antecedent of knowledge-sharing capability among sales executives from the viewpoint of sales executive’s psychology and identifies the different roles of SWB and ITAC on individual’s KSBC.

Citation

Rahman, M.S., Hussain, B., Hassan, H. and Synthia, I.J. (2022), "Optimisation of knowledge sharing behaviour capability among sales executives: application of SEM and fsQCA", VINE Journal of Information and Knowledge Management Systems, Vol. 52 No. 4, pp. 531-554. https://doi.org/10.1108/VJIKMS-06-2020-0115