Resolving the salesperson competitiveness-performance paradox: The role of benign vs. malicious envy

This research explores how salesperson competitiveness fuels both benign (positive) and malicious (negative) forms of envy, impacting sales performance positively and negatively, respectively. This study contributes to the sales literature by examining “self” and “other” oriented forms of competitiveness in relation to envy, investigating the effects of malicious and benign envy on sales performance, and showing that dedication can amplify the effects of benign envy on sales performance. The findings highlight the nuanced effects of the “double-edged sword” of salesperson competitiveness through both positive (benign) and negative (malicious) forms of envy on salesperson performance.