Ambidextrous Sales Force Management in Retail Stores

OMARHADI, ANDRE SETIAWAN and Wijaya, Serli (2024) Ambidextrous Sales Force Management in Retail Stores. In: ASIA International Multidisciplinary Conference 2024, 19-07-2024 - 19-07-2024, Denpasar Bali - Indonesia.

	PDF Download (279Kb)
	PDF Download (2975Kb)

Abstract

t The digital transformation has created various changes in the retail industry, such as changes in consumer shopping behavior. These changes present challenges for marketing managers to innovate in sales force management to remain competitive. The concept of individual ambidexterity is considered an alternative intervention strategy in sales force management. Individual ambidexterity behavior includes explorative behavior that continues to look for new opportunities and exploitative behavior that increases routine operational efficiency. This research examines the influence of performance management and empowering leadership on the formation of individual ambidexterity behavior which encourages sales force performance. The survey in this research was conducted on 223 salespeople who work in retail stores in various food and beverage, personal care, cosmetics, and pharmaceutical sectors in East Java, Indonesia. The research results show that empowering leadership has a direct positive effect on the formation of individual ambidexterity, while performance management has no direct positive effect on the formation of individual ambidexterity. This study also shows that individual ambidexterity directly influences sales force performance and mediates the relationship between empowering

Actions (login required)