A Conceptual Link Among Goal Orientation, Adaptive Selling Behavior, Self-Efficacy and Salesperson Performance

  • Muhammad Azeem Ahmad School of Business Management, Universiti Utara Malaysia, Malaysia
  • Noor Azmi bin Hashim
  • Ali Yusob bin Md Zain
Keywords: Goal Orientation, Adaptive Selling Behavior, Self-Efficacy, Salesperson Performance


The aim of this study is to establish a conceptual framework to predict salesperson performance. In this connection, goal orientation theory and social cognitive theory provide link between the variables included in framework.  Additionally, to consult past empirical and theoretical literature, data was searched on databases like emerald, SAGE, Wiley online, Science Direct, Springer, JSTOR and Tailor & Francis. The review of past literature depicted significant relationship of Goal Orientation, Adaptive Selling Behavior and Self-Efficacy with Salesperson Performance. So, a conceptual framework is established to describe possible connection of explored variables. At the end, conclusion is drawn and limitation are discussed in order to provide the directions for future research and guideline for practitioners in this area.


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