Can Efecan AKHAN, Ebru KALEMCİ, Murat Hakan ALTINTAŞ

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.

PDF

___

Adil, M. S., & Awais, A. (2016). Effects of leader-member exchange, Interpersonal relationship, individual feeling of energy and creative work involvement towards turnover intention: a path analysis using structural equation modeling. Asian Academy of Management Journal, 21(2).
Amabile, T. M. (1983). The social psychology of creativity: A componential conceptualization. Journal of personality and social psychology, 45(2), 357.
Amabile, T. M., & Khaire, M. (2008). Your organization could use a bigger dose of creativity. Harvard Business Review, 86(10), 101-109.
Arendt, L. A. (2009). Transformational leadership and follower creativity: The moderating effect of leader humor. Review of Business Research, 9(4), 100-106.
Aslan, E. (2001). Torrance yaratıcı düşünce testinin Türkçe versiyonu, M.Ü. Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, 14, 19-40
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Bass, B. M. (1985). Leadership and performance beyond expectations. Collier Macmillan.
Behrman, D. N., & Perreault Jr, W. D. (1984). A role stress model of the performance and satisfaction of industrial salespersons. Journal of marketing, 48(4), 9-21.
Domingues, J., Vieira, V. A., & Agnihotri, R. (2017). The interactive effects of goal orientation and leadership style on sales performance. Marketing Letters, 28(4), 637-649.
Dubinsky, A. J., Yammarino, F. J., Jolson, M. A., & Spangler, W. D. (1995). Transformational leadership: An initial investigation in sales management. Journal of Personal Selling & Sales Management, 15(2), 17- 31.
Ekşili, n., & Alparslan, A. M. (2016). Gündemdeki Liderlik Konuları: Journal Of Organizational Behavior Dergisinde Bibliyometrik Bir Analiz (2010-2015)-Leadership Issues On The Agenda: A Bibliometric Analysis In Journal Of Organizational Behavior (2010-2015). Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(16), 274-291.
Ganesan, S., & Weitz, B. A. (1996). The impact of staffing policies on retail buyer job attitudes and behaviors. Journal of retailing, 72(1), 31-56.
Gehani, R. (2011). Individual creativity and the influence of mindful leaders on enterprise innovation. Journal of technology management & innovation, 6(3), 82-92.
Ghafoor, A., Qureshi, T. M., Khan, M. A., & Hijazi, S. T. (2011). Transformational leadership, employee engagement and performance: Mediating effect of psychological ownership. African journal of business management, 5(17), 7391-7403.
Goncalo, J. A., & Staw, B. M. (2006). Individualism–collectivism and group creativity. Organizational behavior and human decision processes, 100(1), 96-109.
Gong, Y., Huang, J. C., & Farh, J. L. (2009). Employee learning orientation, transformational leadership, and employee creativity: The mediating role of employee creative self-efficacy. Academy of management Journal, 52(4), 765-778.
Ingram, T. N., LaForge, R. W., Locander, W. B., MacKenzie, S. B., & Podsakoff, P. M. (2005). New directions in sales leadership research. Journal of Personal Selling & Sales Management, 25(2), 137-154.
Inyang, A. E., Agnihotri, R., & Munoz, L. (2018). The role of manager leadership style in salesperson implementation of sales strategy: a contingency perspective. Journal of Business & Industrial Marketing, 33(8), 1074-1086.
Khalili, A. (2016). Linking transformational leadership, creativity, innovation, and innovation-supportive climate. Management Decision, 54(9), 2277-2293.
Kiliç, M., & Bilginoğlu, B. (2010). İhracatçı Türk firmalarında personel sağlama ve seçme yöntemleri ve inovasyon performansı ilişkisi: Orta Anadolu İhracatçı Birlikleri örneği. Sosyoekonomi, 13, 215-241
Koh, D., Lee, K., & Joshi, K. (2019). Transformational leadership and creativity: A meta‐analytic review and identification of an integrated model. Journal of Organizational Behavior, 40(6), 625-650.
Kuhnert, K. W. (1994). Transforming leadership: Developing people through delegation.
Kurtzberg, T. R. (2005). Feeling creative, being creative: An empirical study of diversity and creativity in teams, Creativity Research Journal, 17(1), 51-65.
Lassk, F. G., & Shepherd, C. D. (2013). Exploring the relationship between emotional intelligence and salesperson creativity, Journal of Personal Selling & Sales Management, 33(1), 25-37.
Liu, C., Liu, X., & Geng, Z. (2013). Emotional labor strategies and service performance: the mediating role of employee creativity. Journal of Applied Business Research (JABR), 29(5), 1583-1596.
Locke, E. A., & Latham, G. P. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American psychologist, 57(9), 705.
MacKenzie, S. B., Podsakoff, P. M., & Rich, G. A. (2001). Transformational and transactional leadership and salesperson performance. Journal of the academy of Marketing Science, 29(2), 115.
Madran, C., & Akdoğan, T. (2010). Satıcıların kişilikleri ile performanslarının ilişkisi; beş faktör modeline göre bir analiz. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(1), 366-381.
Martinaityte, I., & Sacramento, C. A. (2013). When creativity enhances sales effectiveness: The moderating role of leader–member exchange. Journal of Organizational Behavior, 34(7), 974-994.
Miao, C. F., & Wang, G. (2016). The differential effects of functional vis-à-vis relational customer orientation on salesperson creativity. Journal of Business Research, 69(12), 6021-6030.
Mittal, S., & Dhar, R. L. (2015). Transformational leadership and employee creativity: mediating role of creative self-efficacy and moderating role of knowledge sharing. Management Decision, 53(5), 894-910.
Moss, S. A., & Ritossa, D. A. (2007). The impact of goal orientation on the association between leadership style and follower performance, creativity and work attitudes. Leadership, 3(4), 433-456.
Qu, R., Janssen, O., & Shi, K. (2015). Transformational leadership and follower creativity: The mediating role of follower relational identification and the moderating role of leader creativity expectations. The Leadership Quarterly, 26(2), 286-299.
Podsakoff, P. M., MacKenzie, S. B., Moorman, R. H., & Fetter, R. (1990). Transformational leader behaviors and their effects on followers' trust in leader, satisfaction, and organizational citizenship behaviors. The leadership quarterly, 1(2), 107-142.
Rego, A., Sousa, F., Pina e Cunha, M., Correia, A., & Saur‐Amaral, I. (2007). Leader self‐reported emotional intelligence and perceived employee creativity: An exploratory study. Creativity and Innovation Management, 16(3), 250-264.
Shannahan, K. L., Bush, A. J., & Shannahan, R. J. (2013). Are your salespeople coachable? How salesperson coachability, trait competitiveness, and transformational leadership enhance sales performance. Journal of the Academy of Marketing Science, 41(1), 40-54.
Shin, S. J., & Zhou, J. (2003). Transformational leadership, conservation, and creativity: Evidence from Korea. Academy of management Journal, 46(6), 703-714.
Sirkwoo, J. (2015). Leading employee creativity: the relationship between leadership styles and employee creativity. Review of General Management, 21(1), 17-28.
Spreitzer, G. M. (1995). Psychological empowerment in the workplace: Dimensions, measurement, and validation. Academy of management Journal, 38(5), 1442-1465.
Suifan, T. S., Abdallah, A. B., & Al Janini, M. (2018). The impact of transformational leadership on employees’ creativity: The mediating role of perceived organizational support. Management Research Review, 41(1), 113-132.
Sujan, H., Weitz, B. A., & Kumar, N. (1994). Learning orientation, working smart, and effective selling. Journal of marketing, 58(3), 39-52.
Tierney, P., Farmer, S. M., & Graen, G. B. (1999). An examination of leadership and employee creativity: The relevance of traits and relationships. Personnel psychology, 52(3), 591-620.
Tse, H. H., To, M. L., & Chiu, W. C. (2018). When and why does transformational leadership influence employee creativity? The roles of personal control and creative personality. Human Resource Management, 57(1), 145-157.
Van Dyne, L., Jehn, K. A., & Cummings, A. (2002). Differential effects of strain on two forms of work performance: Individual employee sales and creativity. Journal of Organizational Behavior, 23(1), 57-74.
Walumbwa, F. O., & Hartnell, C. A. (2011). Understanding transformational leadership–employee performance links: The role of relational identification and self‐efficacy. Journal of occupational and organizational psychology, 84(1), 153-172.
Wang, G., & Netemeyer, R. G. (2004). Salesperson creative performance: conceptualization, measurement, and nomological validity. Journal of Business Research, 57(8), 805-812.
Weisberg, R. W. (1999). I2 creativity and knowledge: A challenge t0 the0ries. Handbook of creativity, 226.
Zhou, J., & Shalley, C. E. (2003). Research on employee creativity: A critical review and directions for future research. In Research in personnel and human resources management (pp. 165-217). Emerald Group Publishing Limited.
Zhao, H., & Guo, L. (2019). The trickle-down effects of creative work involvement: The joint moderating effects of proactive personality and leader creativity expectations. Personality and Individual Differences, 142, 218-225.