Grup Hedefleri Bağlamında Transformasyonel Liderliğin Satış Performansı Üzerindeki Etkisinde Satış Yaratıcılığının Aracılık Rolü

Amaç – Çalışmanın temel amacı, satış yaratıcılığının; (1) satış performansı üzerindeki etkisini ve (2) hedef odaklı liderlik yaklaşımı ile satış performansı arasındaki ilişkideki aracılık etkisini incelemektir. Yöntem – Çalışmada ilk olarak liderlik ve satış yaratıcılığı kavramları üzerine bir literatür incelemesi gerçekleştirilmiş, sonrasında söz konusu kavramlar literatürde kabul gören ölçekler yardımıyla toplanan anket verileri yardımıyla incelenmiş ve oluşturulan model üzerinde hipotez testleri gerçekleştirilmiştir. Araştırma evrenini Bursa ilinde küçük ve orta büyüklükteki işletmelerde çalışan satış elemanları oluşturmaktadır. Bulgular – Gerçekleştirilen analiz sonuçları, yaratıcılığın satış performansı üz1erinde olumlu bir etkisi olduğunu ve hedef odaklı liderlik ile satış performansı arasında tam aracılık etkisi bulunduğunu göstermektedir. Çalışmada ayrıca analiz sonuçları bağlamında yönetsel uygulamalar ve gelecekteki araştırmalar için öneriler de sunulmuştur. Tartışma – Satış yöneticileri ve satış temsilcileri, hiç olmadığı kadar karmaşık bir çalışma ortamı ile karşı karşıyadır. Satış elemanları organizasyonlarının ortak hedeflerini gerçekleştirirmek amacıyla müşterilerine yaratıcı çözümler sunmalıdır. Bu bağlamda liderlerin satış ekiplerine yönelik tutumları, satış elemanlarının yaratıcı özelliklerini ortaya çıkarmalarında etkili olabilir. Yaratıcı özelliklerin ortaya çıkması, satış ekiplerine liderlik eden yöneticilerin rol model olarak örnek olması ve çalışanlarına farklı çözüm önerileri sunabilecekleri özgür bir hareket alanı bırakmasında etkilidir.

The Mediating Role of Sales Creativity in the Effect of Transformational Leadership on Sales Performance in the Context of Group Goals

Purpose – The main purpose of this paper is to understand the effect of creativity on sales performance and its mediating effect between goal-oriented leadership style and performance. Design/methodology/approach – First, a literature review on leadership and sales creativity concepts was conducted. Then, these concepts were examined with the help of the survey data collected via the scales accepted in the literature and hypothesis tests were performed on the structural model. Findings – Result show that creativity has a positive effect on sales performance and is a full mediator between goal-oriented leadership and sales performance. Managerial implications and suggestions for future research were also presented. In this context, the attitudes of the leaders towards sales teams can be effective in revealing the creative characteristics of the sales staff as a role model. Discussion – Sales managers and salespeople are dealing with an increasingly complex work environment more than ever. Salespersons must collaborate, coordinate their contacts with customers, and offer creative solutions to customers while pursuing their goals with their sales organization.

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