Genes and Sales

• 成果类型: Article
• 署名作者: Gong, Shiyang; Li, Qian; Su, Song; Zhang, Juanjuan
• 署名单位: Beijing Normal University; Beijing Foreign Studies University; Massachusetts Institute of Technology (MIT)
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• 发表日期: 2024
• 页码: 3902-3922
• 关键词: genetics; molecular genetics; polygenic score; sales management; adaptive learning

摘要

This paper presents one of the first marketing applications of molecular genetics. We report evidence that salespeople's genetic variants linked to educational attainment predict sales performance. Both genetics and selling effort contribute to sales performance, whereas genetics contribute more than personality traits. We further show that adaptive learning, as captured in salespeople's customer orientation and opportunity recognition skills, may explain the gene -sales relationship. We discuss the implications of these findings for sales management and the value of genetic research for the marketing field.