Charting the Course for Adaptive Selling: A Systematic Review and Meta-Analysis
(A2025-125722)

AUTHORS

Nivin Vinoy, Indian Institute of Management Visakhapatnam; Amit Shankar, Indian Institute of Management Visakhapatnam; Kumar Rohit, Indian Institute of Management Visakhapatnam

ABSTRACT

This research aims to thoroughly analyze the current body of literature concerning adaptive selling and comprehensively analyze studies already conducted in this field. To examine the changes over time, this research conducted a systematic literature review based on the TCCM framework and performed lexicometric and meta-analysis for an in-depth exploration of the literature. This study also proposes a conceptual framework to guide future research directions. For future research directions, the authors recommended exploring theories such as social cognitive theory, prospect theory, and the VAM model. Regarding characteristics-based research directions, the authors emphasized the importance of investigating themes such as digital transformation, sustainability, and gamification. Furthermore, they advocated methodological advancements, including the use of predictive analytics, AI-driven research, and longitudinal studies to enhance future research.