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This research aims to apply the contingency approach to explore the effectiveness of the improvisational behavior of salespeople on their sales performance by considering the moderating role of functional customer orientation.

Survey data were obtained from a sample of 227 salespeople in Bangkok, Thailand. The data analysis was implemented by partial least squares structural equation modeling.

The overall results indicate that the association between improvisational behavior and sales performance is significantly contingent on the level of functional customer orientation that salespeople exhibit. For salespeople with high functional customer orientation, improvisational behavior clearly shows a positive association with sales performance. In contrast, for salespeople with low functional customer orientation, improvisational behavior appears to have a negative association with sales performance.

This research broadens the knowledge in the literature by showing that improvisational behavior of salespeople needs to be combined with functional customer orientation to yield a benefit to their sales performance.

This paper aims to explore the contribution of social media marketing capability on business performance of firms in Thailand. The conceptualization of social media marketing capability was developed using five aspects of the spanning capabilities of Day’s strategic framework.

Questionnaire data were collected from business entrepreneurs in Thailand who attended seminar and training courses (N = 364). Partial least squares structural equation modeling was used to analyze data.

Among five aspects of social media marketing capability, social media product development capabilities and social media marketing implementation capability were positively and significantly related to customer relationship performance and financial performance; social media marketing communication capability had a significantly positive relationship only with customer relationship performance, whereas social media planning capability was found to have a significantly positive relationship only with financial performance. However, the analysis did not find the significant relationship between social media pricing capability and the two aspects of firm performance.

First, the results were obtained using cross-sectional data collection. Second, the data were collected using convenience sampling. Third, the performance variables used in the analysis are perceptual measures. Finally, the study was only conducted in Thailand context and did not lend itself to any general applicability.

This research suggests that it is important for Thai companies that rely on social media to develop marketing capabilities and learn how to incorporate social media into their marketing activities.

This study built a conceptual foundation of social media marketing capabilities based on Days strategic framework which provided a complete and comprehensive view about social media applications that can be integrated into different areas of marketing activities.

Although the benefits that individuals obtain from trait mindfulness and functional flexibility have been well documented in the research literature, one crucial gap is the lack of evidence clarifying whether trait mindfulness and functional flexibility might benefit all age groups. Using the moderating effect of age among salespeople, this research analyzes the effects of trait mindfulness and functional flexibility regarding sales performance based on the conservation of resource theory.

Survey data were collected from 227 salespeople across 120 companies located in Bangkok, Thailand. The data were analyzed using partial least squares structural equation modeling.

The analysis shows that the positive effect of trait mindfulness on sales performance is more substantial for older salespeople than their younger counterparts. Although the analysis shows that functional flexibility is positively associated with sales performance, the positive relationship is only supported for younger salespeople. For older salespeople, available flexibility does not positively affect sales performance.

Based on the findings, developing trait mindfulness and functional flexibility in salespeople could be a valuable area of focus for sales organizations' human capital development policies. Although the intervention to develop trait mindfulness could be provided to all salespeople, the functional flexibility enhancement component should be delivered specifically to younger salespeople who may experience more significant gains from the training.

The results address the gap in the existing research that lacked evidence as to whether trait mindfulness and functional flexibility similarly affect the work performance of older and younger people. In particular, this study offers new insight into how age differences influence the benefit of trait mindfulness and functional flexibility across different age groups of individuals.

The purpose of this study is to adopt the upper echelon theory to analyze the effect of chief executive officer (CEO) transformational leadership on organizational ethical culture and its subsequent impact on firm performance. The study also integrates the knowledge from the structure–conduct–performance paradigm to test whether the high degree of competitive intensity that firms experience could weaken the effect of organizational ethical culture on firm performance.

Online survey data were obtained from firms in Thailand that were randomly selected from the directory provided by the Department of Business Development (n = 200). Partial least squares structural equation modeling was used to analyze the data.

Organizational ethical culture significantly meditates the effect of CEO transformational leadership on firm performance. Moreover, the moderating effect analysis illustrates that the positive effect of organizational ethical culture on firm performance tends to be lower when firms have a high level of competitive intensity in the market.

Overall, this study adds new knowledge to the literature by showing that, although ethical culture created by transformational leaders can lead to high firm performance, the market environment in terms of competitive intensity could mitigate this benefit.

This research examines the effect of cultural intelligence (CQ) of top management on pro-diversity climates and perceived discrimination of the Myanmar migrant workers in Thailand. This research also analyzes the effect of perceived discrimination on job satisfaction and turnover intention of the Myanmar migrant workers.

The data were collected from 650 Myanmar migrant workers who are employed at two factories in Thailand. Partial least squares structural equation modeling (PLS-SEM) was used as the data analysis method.

The results significantly support the positive effect of perceived management CQ on pro-diversity climates. Pro-diversity climates are also negatively and significantly associated with perceived discrimination. Moreover, the effect of perceived management CQ on perceived discrimination is fully mediated by pro-diversity climate.

This research clarifies that simply ensuring top management possess CQ may not be a sufficient condition for the company to successfully tackle discrimination in the workplace. Rather, it is crucial for the top management to create an organizational climate that is supportive of the racial diversity of foreign migrant employees.

This study aims to apply the person-environment fit theory to examine the effect of workplace spirituality on real estate agents’ person-job (P-J) fit. Moreover, P-J was proposed as a mediator to explain the effect of workplace spirituality on customer-oriented organizational citizenship behavior (CO-OCB) and job performance that real estate agents demonstrate.

A sample of 398 agents was obtained from 60 brokerage firms in Bangkok, Thailand. The data were collected through an online questionnaire survey. Data analysis was performed using partial least squares structural equation modeling.

The analysis supported the positive association between workplace spirituality and P-J fit. In addition, the mediating effect analysis showed that P-J fit mediated the association between workplace spirituality and CO-OCB in part, but mediated the association between workplace spirituality and job performance fully.

The findings overall clarify the theoretical mechanism by which workplace spirituality motivates real estate agents to demonstrate positive work behavior and enhanced performance.

This research adopts the conservation of resources (COR) theory to examine the effects of trust in organizations and trait mindfulness on optimism and perceived stress of flight attendants in Thailand during the COVID-19 pandemic.

Online survey data were collected from 234 flight attendants who work for five low-cost airlines based in Thailand. The data were analyzed by using partial least squares structural equation modeling (PLS-SEM).

The results show that trust in an organization and trait mindfulness are negatively associated with the perceived stress of flight attendants. Their associations are also partially mediated by optimism. Moreover, the moderating effect analysis reveals that trait mindfulness intensifies the positive association between trust in organizations and optimism.

The evidence from this research broadens COR theory by showing that different aspects of resources can be combined to strengthen the ability of individuals to gain more resources to lessen stress.

This research examined the relationships between improvisational behavior, adaptive selling behavior and sales performance of direct sellers in Thailand. This research also investigated whether these relationships are moderated by the degree of challenge orientation and sellers' knowledge about the products.

The data were collected through a survey with sellers from a subsidiary of a multinational corporation located in Bangkok, Thailand (n = 172). Partial least squares–structural equation modeling was used to analyze the data.

Results from data analysis revealed positive relationships between improvisational behavior, adaptive selling behavior and sales performance. The relationship between improvisational behavior and adaptive selling behavior, as well as the relationship between adaptive selling behavior and sales performance, significantly depended on the degree of challenge orientation and the sellers' knowledge about the products.

The data were collected using self-report measures; the sample was sellers from a single sales organization, and cross-sectional data were used for the analysis. Overall, this study is the exploratory research that does not intend to prove the causal effect of improvisational behavior, but rather to provide new insight on some conditional factors that influence its effectiveness.

It is essential for sales organizations to ensure that their sales force has adequate improvisational skills to handle sales adaptations effectively during unexpected sales situations. Some training may be offered to the sales force to develop these imperative improvisational skills.

The results regarding the moderating effect of challenge orientation and product knowledge provided additional insight to prior research about the potential conditions that influence the effectiveness of improvisational behavior and adaptive selling behaviors.

Grounded in the transformational leadership theory, conservation of resource theory and job demands-resources model, this paper aims to examine the effect of transformational leadership on psychological empowerment and employee engagement of faculty members in Bangladesh and Thailand. This study also integrates Hofstede’s cultural dimensions theory to justify whether transformational leadership could affect psychological empowerment of faculty members in these two countries differently.

Survey data were collected from a total of 457 faculty members from two universities in Bangladesh (n = 243) and two universities in Thailand (n = 241). This study used partial least squares structural equation modeling for analyzing the proposed model.

The evidence shows that faculty members who worked for department heads and who exhibited transformational leadership demonstrated high level of psychological empowerment and employee engagement. Psychological empowerment also mediates the effect of transformational leadership on employee engagement. Moreover, the degree to which transformational leadership positively affects psychological empowerment is stronger for faculty members in a higher power distance culture (Thailand) than for those faculty members in a lower power distance culture (Bangladesh).

Because human capital plays a crucial role in determining the potential of universities to achieve superior performance, universities should provide leadership training to help department heads understand the key elements of transformational leadership and apply them in their management practices to promote empowerment and engagement of their faculty members.

The finding provides new evidence that broadens the knowledge from existing research about the cross-cultural effectiveness of transformational leadership, which has not been explored in the area of psychological empowerment.

This study examines the effect of the spiritual leadership of the leaders in a consulting team on psychological safety climate and team innovation. Moreover, our research adopts the contingency theory of leadership to investigate whether the effect of spiritual leadership on psychological safety climate and team innovation could be moderated by personal characteristics of team members in terms of occupational self-efficacy.

Survey data were obtained from 229 team members across 24 consulting firms in Bangkok. To minimize common method bias, team innovation was assessed by team leaders while other variables were assessed by team members. We used Partial Least Squares Structural Equation Modeling to analyze the data.

The analysis supports the positive effect of spiritual leadership on psychological safety climate and team innovation. Psychological safety climate also mediates the effect of spiritual leadership on team innovation. Lastly, the moderating effect analysis shows that the spiritual leadership of the team leaders exerts a weaker influence on the psychological safety climate and team innovation when team members exhibit high levels of occupational self-efficacy.

Because spiritual leadership plays a significant role in boosting team innovation through the creation of a psychologically safe climate, the consulting firms can provide a leadership development program to help their team leaders to gain insight into the nature of spiritual leadership and learn how to demonstrate appropriate behaviors when they supervise a team. In particular, this policy recommendation is highly relevant when team leaders supervise members who exhibit low occupational self-efficacy.

Our findings not only illustrate that spiritual leadership could enhance team innovation through the mediating role of psychological safety climate, but the level of occupational self-efficacy of the team members could significantly reduce the effects of spiritual leadership on psychological safety climate and team innovation.