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Genes and Sales

Author

Listed:
  • Shiyang Gong

    (Business School, Beijing Normal University, Beijing 100875, China)

  • Qian Li

    (International Business School, Beijing Foreign Studies University, Beijing 100089, China)

  • Song Su

    (Business School, Beijing Normal University, Beijing 100875, China)

  • Juanjuan Zhang

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

Abstract

This paper presents one of the first marketing applications of molecular genetics. We report evidence that salespeople’s genetic variants linked to educational attainment predict sales performance. Both genetics and selling effort contribute to sales performance, whereas genetics contribute more than personality traits. We further show that adaptive learning, as captured in salespeople’s customer orientation and opportunity recognition skills, may explain the gene-sales relationship. We discuss the implications of these findings for sales management and the value of genetic research for the marketing field.

Suggested Citation

  • Shiyang Gong & Qian Li & Song Su & Juanjuan Zhang, 2024. "Genes and Sales," Management Science, INFORMS, vol. 70(6), pages 3902-3922, June.
    • Handle: RePEc:inm:ormnsc:v:70:y:2024:i:6:p:3902-3922
    DOI: 10.1287/mnsc.2023.4879
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