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The influence of cultural intelligence on sales self-efficacy and cross-cultural sales presentations: does it matter for highly challenge-oriented salespeople?

机译：文化情报对销售自我效能和跨文化销售展示的影响：对高度挑战导向的销售人员是否重要？

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Purpose - This paper aims to examine the effect of the cultural intelligence (CQ) of salespeople, who engage in cross-cultural selling, on the quality of cross-cultural sales presentations (CSSP) they demonstrate. Based on the self-efficacy theory, this research proposes that the effect of CQ on the quality of CSSP is mediated by sales self-efficacy (SSEF). Moreover, this research explores whether the effect of CQ on SSEF and the quality of CSSP can be moderated by the level of challenge orientation (CHO) that salespeople exhibit. Design/methodology/approach - Survey data were collected from 282 salespeople who work at international tradeshows in Japan, India and Vietnam. Partial least squares structural equation modeling was used for data analysis. Findings - The results support the significant effect of sales-efficacy that partially mediates the association between CQ and CSSP. Moreover, the analysis of the moderating effect of CHO significantly shows that the positive association between CQ and CSSP is stronger for salespeople who possess low levels of CHO than those who possess high levels of CHO. Originality/value - From the theoretical perspective, this research contributes to CQ literature by using the self-efficacy theory as a framework to provide a theoretical explanation as to why CQ could allow salespeople to perform better in sales communication with foreign customers. Moreover, this research broadens the knowledge of previous CQ research by showing that CQ might be particularly more important for individuals who lack CHO attitude toward the tasks they perform.
机译：目的 - 本文旨在审查跨文化销售的销售人员（CQ）对其展示的跨文化销售报告质量（CSSP）的销售人员的效果。基于自我效能理论，本研究提出了CQ对CSSP质量的影响是通过销售自我效能（SSEF）的介导的。此外，该研究探讨了CQ对SSEF的影响和CSSP的质量是否可以通过销售人员展示的挑战方向（CHO）的水平来调节。设计/方法/方法 - 从日本，印度和越南的国际展览工作的282名销售人员收集了调查数据。局部最小二乘结构方程建模用于数据分析。调查结果 - 结果支持销售效率的显着效果部分地调解CQ和CSSP之间的关联。此外，CHO调节效果的分析显着表明，CQ和CSSP之间的正交关系较强，销售人员比具有高水平CHO的CHO水平的销售量更强。原创性/价值 - 从理论上的角度来看，通过使用自我效能理论作为一个框架来提供CQ文献，以提供理论解释为什么CQ可以允许销售人员在与国外客户销售沟通中表现更好。此外，该研究通过表明CQ对缺乏他们表现的任务的个人来说，CQ可能特别重要，这促进了先前的CQ研究的知识。

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