Salesperson improvisation: an empirical examination of its consequences and boundaries

摘要: The received wisdom in industrial selling emphasizes systematic approaches where the typical sales scenario comprises prospecting, pre-approach, approach, presentation, handling objections, closing and follow-up. However, times are changing, making such a approach to not always optimal. As markets become more unpredictable, salespersons must frequently employ unplanned, spur-of-the-moment responses be responsive unexpected urgent situations. In spite of pervasiveness improvised responses, literature has yet account for them. Accordingly, objective this study is investigate consequences, antecedents boundaries salesperson improvisation. From descriptive decision-making perspective, proposes conceptual model improvisation tests it on sample Ghana. Findings support two-dimensional structure comprising creativity spontaneity. Findings also show that dimensions may have differential implications performance. Salesperson during engender losses while spontaneity related success. neither dimension significant direct relationship with Rather, paths from performance activated by resource availability, pressure perform individual agency. Resource availability renders creativity–performance link positive agency makes negative. On other hand, given high pressures, non-significant path assumes negative tone. The finds two differ, some extent, factors drive Self-efficacy drives but reduces Experience no effect creativity. autonomy, however, universal driver both Implications these findings management literatures, practice discussed. researcher outlines opportunities future research.