Strengthening Sustainable Sales Performance through Digital Sales Capability and Adaptive Selling Behavior: Evidence from Pakistan’s Textile Export Industry under Market Uncertainty
Abstract
This study investigates how digital sales capability and adaptive selling behavior jointly contribute to strengthening sustainable sales performance within Pakistan’s textile export industry under conditions of heightened market uncertainty. The textile export sector represents a cornerstone of Pakistan’s economy, yet it faces persistent challenges stemming from global demand volatility, technological disruption, shifting buyer expectations, and intensified international competition. In response, exporting firms are increasingly compelled to transition from traditional relationship-based selling approaches toward digitally enabled, data-driven, and adaptive sales practices. Drawing upon sales capability theory, adaptive selling theory, and uncertainty management perspectives, this research develops and empirically tests a comprehensive conceptual framework that positions digital sales capability as a strategic enabler of adaptive selling behavior, sales innovation capability, and ultimately sustainable sales performance, while explicitly accounting for the moderating influence of market uncertainty.
Keywords : Digital Sales Capability; Adaptive Selling Behavior; Sustainable Sales Performance; Market Uncertainty; Sales Innovation Capability; Textile Export Industry; Pakistan; B2B Sales; Export Performance; Sales Strategy; Customer Analytics Utilization; Sales Training Effectiveness; Intrinsic Motivation; Work Enthusiasm; Sales Force Effectiveness; Digital Transformation; Emerging Markets; Competitive Advantage; Sales Sustainability; Export Marketing
