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EMAC 2020 Regional Conference

The concept and construct of salesforce agility in the insurance sector

Published: September 16, 2020


MARKOS TSOGAS, University of Piraeus; Marina Kyriakou, University of Piraeus; Gerasimos Bogris, University of Piraeus


Salesforce Agility; Salesforce Agility; Insurance Market


The aim of this study is to investigate the structure of the concept of agility in sales and to offer initial evidence on the performance implications of salesforce agility. The insurance sector was selected as the research context since it provides an adequate sample of experienced salespeople and objective data of success or failure in terms of new contracts earned and sales volume. For the purposes of this study, a web-based survey took place among insurance agents and brokers of the largest insurance company in a southern European country. The results confirm the second order nature of the agility construct,


This work has been partly supported by the University of Piraeus Research Center