Basharat Naeem

Creativity as Mediator for Intrinsic Motivation and Sales Performance

Substantial theoretical and empirical literature indicates inconsistent performance implications of intrinsic motivation, suggesting the possibility of some explanatory mechanisms. However, little is known about the factors that might explain intrinsic motivation and sales force performance relation, particularly in highly competitive and demanding fast moving consumer goods (FMCG) marketplace requiring new and useful solutions. Creativity, being a critical yet underutilized weapon in sales force arsenal, has the potential to assume the role. Therefore, this study aims at developing and testing a theory-driven framework in linking intrinsic motivation to sales performance while using sales force creative performance as partial mediator. By employing structural equation modeling, the empirical validity of the proposed mediating model is evaluated against plausible moderating model in a sample of 688 frontline field salespersons of FMCG companies in Lahore (Pakistan). Findings indicated that sales force creative performance is nurtured by intrinsic motivation that, in turn, promotes sales performance. Practical implications of findings for sales force management and suggestions for future research are presented, too.

Implications of marketing strategy for prospectors, analyzers and defenders

This study investigated the impact of marketing strategy creativity and marketing strategy implementation effectiveness on the performance of the businesses with diverse strategic orientations. A survey questionnaire was used to collect the data from key sales and marketing personnel of business units in diversified industries of Pakistan. Stepwise regression analysis was used to address the question whether or not marketing strategy creativity had stronger impact on business unit performance than marketing strategy implementation effectiveness for prospectors, analyzers, low cost defenders and differentiated defenders. Stunning results were observed that creativity in marketing strategy and its effective execution had either positive/negative or no role in improving performance of the businesses with diverse strategic orientations. Implications for marketing strategists and researchers are presented.