Salesperson ambidexterity in customer engagement: do customer base characteristics matter?

• Published in: Journal of the Academy of Marketing Science Vol. 47; no. 4; pp. 659 - 680
• Main Authors: Lam, Son K., DeCarlo, Thomas E., Sharma, Ashish
• Format: Journal Article
• Language: English
• Published: New York Springer US 01.07.2019; Springer; Springer Nature B.V
• Subjects: Business and Management; Customer relations; Farming; Marketing; Methods; Original Empirical Research; Personal selling; Psychological aspects; Sales management; Sales personnel; Sales prospecting; Salespeople; Social Sciences; Studies; United States; Orientation ambidexterity; Ambidexterity; Behavioral ambidexterity; Personal selling; Resource slack

Drawing from the interactional psychology of personality and multitasking paradigm, we examine the contingencies of salesperson orientation ambidexterity in the “exploration” of new customers (i.e., hunting) and the “exploitation” of existing customers (i.e., farming) to achieve sales growth and mak...