Article first published online: 24 OCT 2012
Copyright © 2012 John Wiley & Sons, Ltd.
Journal of Organizational Behavior
Volume 34, Issue 7, pages 974–994, October 2013
How to Cite
Martinaityte, I. and Sacramento, C. A. (2013), When creativity enhances sales effectiveness: The moderating role of leader–member exchange. J. Organiz. Behav., 34: 974–994. doi: 10.1002/job.1835
- Issue published online: 17 SEP 2013
- Article first published online: 24 OCT 2012
- Manuscript Accepted: 17 SEP 2012
- Manuscript Revised: 10 SEP 2012
- Manuscript Received: 12 JUL 2011
- leader–member exchange;
This study extends research on creativity by exploring the boundary conditions of the creativity–job effectiveness relationship. Building on social exchange theory, we argue that the extent to which employee creativity is related to sales—an objective work effectiveness measure—depends on the quality of leader–member exchange (LMX). We hypothesize that the relationship between creativity and sales is significant and positive when LMX is high, but not when LMX is low. Hierarchical linear modelling analysis provided support for the interaction hypothesis in a sample of 151 sales agents and 26 supervisors drawn from both pharmaceutical and insurance companies. Results showed that sales agents who were more creative generated higher sales only when they had high-quality LMX. An ad hoc qualitative study provided a more detailed understanding of the moderator role played by LMX. Copyright © 2012 John Wiley & Sons, Ltd.