{"title":"Relationship between creativity, adaptive selling, and sales performance: The moderating role of job satisfaction","authors":"Bidisha Banerjee, Sudin Bag","doi":"10.21315/aamj2022.27.2.5","DOIUrl":null,"url":null,"abstract":"Despite the sound number of research work on creativity, a few researchers have paid attention to the mediating role of job satisfaction between creativity, adaptive selling, and sales performance. The present study investigates the direct relationship between the salesperson’s creativity and adaptive selling on their performance. In addition, the study also examines the role of job satisfaction as a moderator between creativity and adaptive selling and between creativity and sales performance of Indian disserves companies. The study is conducted using a sample of 120 respondents including both salesperson and supervisor from diverse industries in India. Results reveal that there is a significant positive relationship between creativity, adaptive selling, and sales performance. Besides, it shows that job satisfaction moderates the relationship between creativity and sales performance, but there is no relationship between creativity and adaptive selling. The paper provides a valuable contribution to theory and practice and identifies potential areas for further investigation.","PeriodicalId":44777,"journal":{"name":"Asian Academy of Management Journal","volume":null,"pages":null},"PeriodicalIF":1.2000,"publicationDate":"2022-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Academy of Management Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21315/aamj2022.27.2.5","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 1
Abstract
Despite the sound number of research work on creativity, a few researchers have paid attention to the mediating role of job satisfaction between creativity, adaptive selling, and sales performance. The present study investigates the direct relationship between the salesperson’s creativity and adaptive selling on their performance. In addition, the study also examines the role of job satisfaction as a moderator between creativity and adaptive selling and between creativity and sales performance of Indian disserves companies. The study is conducted using a sample of 120 respondents including both salesperson and supervisor from diverse industries in India. Results reveal that there is a significant positive relationship between creativity, adaptive selling, and sales performance. Besides, it shows that job satisfaction moderates the relationship between creativity and sales performance, but there is no relationship between creativity and adaptive selling. The paper provides a valuable contribution to theory and practice and identifies potential areas for further investigation.
期刊介绍：
The Asian Academy of Management Journal (AAMJ) is a refereed journal that is jointly published by the Asian Academy of Management (AAM) and Penerbit Universiti Sains Malaysia (http://www.penerbit.usm.my). The journal endeavors to provide forums for academicians and practitioners who are interested in the discussion of current and future issues and challenges impacting the Asian Management as well as promoting and disseminating relevant, high quality research in the field of management. The journal has an established and long history of publishing quality research findings from researchers not only in the Asian region but also globally.
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