Proceedings of 27th International Business Research Conference
12 - 13 June 2014, Ryerson University, Toronto, Canada, ISBN: 978-1-922069-53-5
Sales Force Intrinsic Motivation as Mediator for Meaningful
Work and Creativity
Mahmood A. Bodla* and Basharat Naeem**
Creative selling has been considered critical, yet underutilized, weapon in sales force
arsenal to ensure improved job satisfaction and performance particularly in highly
competitive, complex and demanding pharmaceutical marketplace. Although
substantial evidence exists on the drivers of employee creativity, yet few researchers
investigated how sales force perceptions of meaningful work promotes creativity.
Therefore, this study aims at proposing and testing a theory driven model linking
meaning at work to creative performance while using intrinsic motivation as partial
mediator. The model is tested in a sample of 240 pharmaceutical sales persons based
at Lahore region in Pakistan. Findings indicated that meaningful work perceptions of
sales force nurtured the creative performance directly and indirectly through intrinsic
motivation. Practical implications for sales force creativity and suggestions for future
research are presented, too.
Key words: Meaning at Work, Creativity, Intrinsic Motivation, Pharmaceutical Sales
person
Field of Research: Marketing
____________________________________________________________
* Director, COMSATS Institute of Information Technology (CIIT), Lahore Campus (Pakistan);
director@ciitlahore.edu.pk; +92423008430461
** Senior Research Officer & Doctoral Candidate, Department of Management Science, COMSATS
Institute of Information Technology (CIIT), Lahore Campus (Pakistan); basharatnaeem@ciitlahore.edu.pk;
basharatnaeem1972@gmail.com; +92423234551589