Karma orientation in boundary spanning sales employees: A conceptual framework and research propositions

Abstract

The purpose of this article, based on the Indian philosophy of Karma that all individual actions have the power to bring joy or sorrow based on the nature of action, is to propose a new construct, salesperson's Karma Orientation, and discuss its antecedents and outcomes. The paper reviews literature on oriental philosophy of Karma yoga, and on self-leadership, and self-control to propose the new construct, its antecedents, and consequences in a sales context. The paper puts forward four dimensions of Karma orientation of salespersons: work as selfless action, work as duty towards others, detachment from work-related rewards, and equanimity under environmental influences. Salesperson's Karma orientation is useful for developing relationship with customers, enhances selling effectiveness, ethical behaviors, and spiritual well-being, by providing the salespersons with a sense of duty, and ownership towards their work. The concept of Karma orientation would be useful for stressful jobs such as sales, and managers would find it useful as a coping strategy, as well as for improving performance of employees. The paper proposes a new construct of Karma orientation at an individual boundary spanning sales employee's level. The paper also propose its important antecedents and outcomes. © 2012, Emerald Group Publishing Limited