Asif Akhtar’s research while affiliated with Aligarh Muslim University and other places

Purpose This study aims to identify the changes in different selling situations/styles during and post-COVID scenarios. Design/methodology/approach To attain the above-mentioned objective, a qualitative study drawn upon the principles of the theories-in-use approach is conducted. The data were collected through 23 in-depth semistructured interviews, conducted with professional salespeople working at various levels in different industries. The data thus generated was analyzed through open, axial and selective coding, which resulted in three broad categories of changes in professional selling. Findings The findings of the study suggest that though sales jobs are perceived to be similar in nature, but there are differences in how various selling jobs are being performed. The same is the case with the effect of the pandemic on sales jobs. The authors found that every selling style faced a different challenge due to the pandemic and so is the case for the salespeople engaged in the respective selling practice. Originality/value To the best of the authors’ knowledge, this is the first research of its kind that has focused on the differences in various selling styles. Though the recent academic literature on personal selling does manifest the effect of the pandemic. But, in doing so, these studies have presented “personal selling” as an overarching concept encompassing all types of selling and have failed to differentiate between the various nuances of personal selling which include trade selling, technical selling, new-business selling and missionary selling.

Since its inception in the field of organizational learning, ambidexterity has now evolved as a ubiquitous phenomenon, permeating all functional units of an organization. Over the last several years, the investigation of ambidexterity in personal selling and sales management has gained much scholarly attention. This paper aims to conduct a systematic review and synthesize the literature on ambidextrous selling. In doing so, we begin with defining ambidexterity at both organizational and individual levels and delineate the interplay between them. Then, we present and discuss key theories that underpin ambidextrous selling, followed by an in-depth analysis of different themes related to selling ambidexterity. Next, we outline the methodological advancements in ambidextrous selling research. The paper concludes by synthesizing different dimensions of ambidextrous selling as interrelated and overlapping activities that salespeople perform in their daily routines.