دانلود رایگان مقاله پیوند سبک های تفکر به عملکرد فروش: اهمیت خلاقیت و دانش ذهنی

abstract

This study examines the roles of thinking styles, role ambiguity, and knowledge in predicting salesperson creative selling behaviors. It also examines the importance of salesperson industry knowledge (i.e., an understanding of the industry's regulatory environment) and salesperson organizational knowledge (i.e., an understanding of customers' internal political environment) in the creative selling–sales performance relationship. Survey data come from 262 business-to-business benefits broker salespeople to test the conceptual model. The results of the structural equations modeling confirm that a judicial thinking style has a positive effect on creative selling and that role ambiguity and organizational knowledge are also important antecedents of creative selling. Importantly, the analysis confirms that industry and organizational knowledge moderate the creative selling–sales performance relationship.

6. Discussion and theoretical implications

The results offer support to research demonstrating the importance of creativity in sales performance. The study suggests that thinking style and both industry and organizational knowledge are important concepts in the creative selling–sales performance relationship. That is, judicial thinking is an important predictor of creative selling, and a person's level of knowledge is a key factor in transforming creative selling into greater sales performance.