THE EFFECT OF EMOTIONAL INTELLIGENCE AND MARKET ORIENTATION ON SALES PERFORMANCE : THE MODERATING ROLE OF ENTREPRENEURIAL ORIENTATION

Abstract

The purpose of this research is to explore the moderate influence of entrepreneurial orientation between emotional intelligence, market orientation, and sales performance. Although existing research recognizes the importance of Entrepreneurial orientation in business relationships, the role of Entrepreneurial orientation and emotional intelligence in the sales performance in the Pakistani beverage industry is poorly understood in the literature. To validate the model, data from 286 employees of two main beverage industries were analyzed using the Partial Least Squares Structural Equation Modelling (PLSSEM).The results indicate that sales performance is significantly related to emotional intelligence and market orientation. Entrepreneurial orientation plays a significant moderation role between both IV’s and DV. The implications of the survey results indicate that managers should consider the use of emotional intelligence and market orientation as improvement tools to identify and satisfy customer needs. Entrepreneurial orientation will help to strategies the new policies according to the market to increase sale performance. The study contributed to the scant literature on emotional intelligence and entrepreneurialorientationin developing countries, especially Like Pakistan.This research contributes to the existing literature on entrepreneurship and the concept of an entrepreneurial university. The study also suggests a future course of action.