Does a Firm's Pursuit of an Ambidextrous Product Selling Strategy Have Value for Individual Salespeople's Target Obtainment?

摘要

Salespeople play a decisive role in the successful implementation of a firm's ambidextrous product selling strategy, which entails focusing on sales from existing products (i.e., exploitative selling) as well as the next generation of products in the market (i.e., explorative selling). However, despite salespeople having access to mainstream customers, managerial support and a mature supply chain, anecdotal evidence points to sales forces' frequent failure to effectively combine existing and new product selling activities (Leslie and Holloway, 2006; Moore, 2007). Therefore, we posit the following research question: How can proactive salespeople be effective under an ambidextrous product-selling strategy?