An investigation was conducted into how an SME owner and two of his female agent salespersons cognitively framed their respective business worlds. A comparison of the cognitive complexity, in the structure of the core competencies necessary for success as an agent salesperson selling women’s apparel to women in a home visit party plan, was made between the three maps elicited. The cognitive frame of the more successful sales agents was structurally more complex and akin to that elicited from the SME owner, than for the less successful sales agent. It was also associated with the more innovative sales practices in the field It is concluded that whilst this was an exploratory investigation across a sample of only three respondents, the protocols used have potential for improved sales agent recruitment, selection and placement decisions, as well as, more effectively integrating the cognitive framework of the SME owner and agent salespersons.
ASJC Scopus subject areas
- Strategy and Management
- Business and International Management
- Management of Technology and Innovation
- Business, Management and Accounting (miscellaneous)
- Economics, Econometrics and Finance (miscellaneous)