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dc.contributor.advisorPeerayuth Charoensukmongkolen
dc.contributor.authorArti Pandeyen
dc.date.accessioned2019-04-24T03:20:53Z
dc.date.available2019-04-24T03:20:53Z
dc.date.issued2017
dc.identifierb204605
dc.identifier.urihttp://repository.nida.ac.th/handle/662723737/4370
dc.descriptionDissertation (Ph.D. (Management))--National Institute of Development Administration, 2017
dc.description.abstractAs firms expand internationally, there will be an ever-greater challenge for their salespeople who will be required, more and more, to engage in cross-cultural selling. Although cross-cultural selling is a topic that has already gained much attention in literature, research about the competencies of salespeople in cross-cultural selling is still scarce. To fill this research gap, the present study focuses on the role of cultural intelligence (CQ) which is a cross-cultural competency that will assist salespeople in becoming more effective in cross-cultural selling. The objective of this research is to examine the relationship between the CQ of salespeople and two selling behaviors that might be essential in cross-cultural selling (which are: (1) adaptive selling behavior and (2) customer-oriented selling behaviour) and how these two selling behaviors influence cross-cultural sales performance. This research is based on a sample of Thai salespeople from 51 businesses who attended trade shows in India, salespeople from 60 Thai businesses who attended trade shows in Japan, and salespeople from 54 Thai businesses who attended trade shows in Vietnam. The total sum of the sampling is 365 Thai salespeople who attended trade shows in three different countries. The results indicated that there was a positive association between the CQ and the adaptive selling behavior and the customer-oriented selling behavior of the Thai salespeople in question. The results also showed that there was a positive indirect relationship between CQ and cross-cultural sales performance mediated by adaptive selling behavior and cross-cultural sales performance. Overall, results from this study indicated that CQ alone is not enough for salespeople to have a higher cross-cultural sales performance; adaptive selling behavior and customer-oriented selling behavior are two important characteristics that strongly explain why salespeople with higher CQ tend to have higher cross-cultural sales performance.en
dc.format.extent178 leaves
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherNational Institute of Development Administration
dc.rightsผลงานนี้เผยแพร่ภายใต้ลิขสิทธิ์ของสถาบันบัณฑิตพัฒนบริหารศาสตร์
dc.subjecte-Thesis
dc.subject.otherSellingen
dc.subject.otherCross-cultural orientationen
dc.subject.otherManagement -- Cross-cultural studiesen
dc.titleContribution of cultural intelligence to adaptive selling behavior, customer-oriented selling behavior and cross-cultural sales performance of Thai salespeopleen
dc.typeTexten
dc.rights.holderNational Institute of Development Administration
mods.genreDissertation
mods.physicalLocationสถาบันบัณฑิตพัฒนบริหารศาสตร์. สำนักบรรณสารการพัฒนา
thesis.degree.nameDoctor of Philosophy
thesis.degree.levelDoctoral
thesis.degree.disciplineManagement
thesis.degree.grantorNational Institute of Development Administration
thesis.degree.departmentInternational College


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