Salesperson resilience during crisis situations is very critical for sales organisations, using the process model of resilience formation, this study aims to explore the impact of tripartite goal orientation on salesperson resilience and performance. The moderating impact of competitive climate is also explored.
The conceptual model is empirically tested using a large sample of salespersons (n = 2112) in India. Before the quantitative study, the authors enhanced the understanding of crisis resilience through interviews with salespeople who had exposure to a crisis situation. The survey and interviews were conducted in the aftermath of the devastating second wave of COVID-19 in India.
The study shows that three goal orientations influence crisis resilience and performance differently. Learning orientation and crisis resilience directly impact performance. Further, learning orientation and performance-approach orientation impact performance indirectly through crisis resilience. While competitive climate positively moderates the impact of learning orientation on performance, it negatively moderates the impact of performance-avoidance orientation on performance.
The research study has all the limitations associated with a cross-sectional study.
The study helps in salesperson motivation programs in terms of crisis resilience development.
The study contributes to the literature on salesperson resilience – especially to the nascent field of crisis resilience. Considering the recurring crises faced by economies around the world, a greater understanding of resilience formation will be extremely important for sales organisations.
