Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Multi-Tasking Incentives in B2B Sales: Fostering Multi-Tasking or Creating Goal Confusion?

Published: May 24, 2023


Marcel Keen, Ruhr-Universität Bochum; Sascha Alavi, University of Bochum; Martin Krämer, University of Houston; Sebastian Hohenberg, The University of Münster (WWU)


Salespeople’s work is growing increasingly multi-faceted and complex as they bear responsibility for the essential tasks of customer acquisition and retention. By employing multi-tasking incentives (MTIs), sales organizations account for salespeople’s multi-tasking focus and aim for optimal behavior steering and performance realization in such multi-tasking situations. To advance knowledge on effects of such MTIs, we examined data from a quasi-natural field experiment with an international telco company which implemented such an incentive scheme. By employing difference-in-difference analyses we do not find significant main effects of the MTI implementation, but strongly contingent effects with salespeople’s customer relationship management competence and performance uncertainty. We observe a “core competency” effect which suggests that salespeople focus on their core competencies when working under a multi-tasking incentive.