Trait mindfulness and cross‐cultural sales performance: The role of perceived cultural distance
Abstract
This research examines the effect of trait mindfulness on cross‐cultural sales performance through the mediating effect of sales planning. Moreover, this research examines whether the direct effect of trait mindfulness on sales planning can be moderated by perceived cultural distance between foreign customers and the salespeople. The hypotheses were developed based on cognitive resource theory. This research collected survey data from 282 Thai salespeople at trade shows in Vietnam, India, and Japan and analyzed them using Partial Least Squares Structural Equation Modeling. The results indicate that sales planning fully mediated the direct association between trait mindfulness and cross‐cultural selling performance, while perceived cultural distance also positively moderated the effect of trait mindfulness on sales planning.
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Recent studies examining Eastern samples have yielded the same findings in the academic domains and in achievement-related domains.
“Recent studies examining Eastern samples have yielded the same findings in the academic domains [26, 27, 34, 36] and in achievement-related domains [81–83].”
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References 76 · Cited by 45
- Authors
- Charoensukmongkol, P., & Pandey, A.
- Affiliations
- National Institute of Development Administration (TH)
- Rajamangala University of Technology Krungthep (TH)
- Corresponding author
- Charoensukmongkol, Peerayuth
- Venue
- Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration
- Publisher
- Wiley
- Published
- 2021-08-11
- Volume
- 38
- Issue
- 4
- Pages
- 339-353
- ISSN
- 0825-0383 (ISSN-L)
- 1936-4490
- OpenAlex
- W3191291772
- Cited by
- 45
- References
- 76
- Citations by year
- 2026: 3 · 2025: 9 · 2024: 12 · 2023: 7 · 2022: 12 · 2021: 2
- FWCI
- 10.90
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l Administration (publishedVersion)
- Topics
- Social Sciences › Communication › International Student and Expatriate Challenges
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Employee Performance and Motivation
- Social Sciences › Psychology › Clinical Psychology › Mindfulness and Compassion Interventions
- Keywords
- trait mindfulness, perceived cultural distance, sales planning, mediating effect, moderating effect, salespeople, international trade fairs, foreign customers
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