The role of individual ambidexterity in supporting sales force performance based on a personal motivation perspective

The disruption of post-COVID-19 consumer habits presents challenges for marketing managers, necessitating innovation in sales force management to remain competitive. Individual ambidexterity is a strategy employed in sales force management to encourage both explorative behaviour, which seeks new opportunities, and exploitative behaviour, which enhances operational efficiency. This research examines the influence of personal motivation on the development of individual ambidexterity behaviour, which, in turn, boosts sales force performance. A total of 223 salespeople participated in the survey conducted for this study. The participants work in retail stores across various sectors, including food and beverage, personal care, cosmetics, and pharmaceuticals in East Java, Indonesia. The research results indicate that personal motivation directly impacts the formation of individual ambidexterity behaviour. Furthermore, individual ambidexterity behaviour positively affects sales force performance. The study also reveals that individual ambidexterity behaviour mediates the relationship between personal motivation and sales force performance.