In recent years, changes in customer needs, increased competition and technological progress are redefining the role of salespeople in BtoB markets. The value brought to organizations and supply chains worldwide by sales professional is known to be increasingly relevant, however these pressures are challenging the existing sales force models and forcing organizations to look for new ways to optimally manage their resources and achieve multiple goals, such as Sales ambidexterity. This approach, already known in the literature but recently applied to sales, allows achieving seemingly conflicting task and goals, reaching superior performances. This work hence tries to contribute to the literature by investigating this recently emerged relevant issue in the sales research, as well as providing additional insight on the personal and career concern of the sales professional, adopting a Career stage perspective. The purpose of this thesis is to provide a systematic literature framework on the novel concept of Sales ambidexterity, which is furtherly studied within and integrated research design, comprising a qualitative and quantitative study. In order to explore ambidexterity in sales, the in-depth interviews with N=11 selected BtoB salespeople allowed exploring the personal narratives and meanings of related to the Sales ambidexterity, personal orientations and motivational domain, within a Career stage perspective. The quantitative survey, carried out with e-mail survey on a large sample of Italian BtoB salespeople (N = 199), allowed testing hypotheses emerged from extant research and the previous qualitative study, verifying the importance of orientations and personal dispositions towards ambidexterity, as well as its relationship with efficacy and performance outcomes, also evaluating the moderating role of Career stage. The results of the studies show the importance of customer orientation and learning orientation in influencing the various aspects of ambidexterity, describe the relationship with performance through the mediation of customer acquisition and retention efficacy, and the Career Stage moderation. Findings confirm that the attitudes, priorities, motivations and concerns of individuals in their career have an impact on salespeople’s outcomes. Salespeople orientations, motivation and Career stage should indeed be taken into consideration when reflecting or planning salesforce training and incentive initiatives aiming at Sales ambidexterity.
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