The Role of Agility and Sales Orientation Ambidexterity in SME Sales Growth: Transition Country Perspective

PurposeInspired by the resource-based view, this study focuses on two types of capabilities: dynamic (i.e. agility) and ordinary (sales capabilities). We aim to investigate whether SMEs that cultivate exceptional sales capabilities still need to enhance them through agility to maintain their sales growth and under what conditions.Design/methodology/approachWe use a descriptive research design and survey a sample of 235 SMEs from B2B industries in Croatia. We empirically test the conceptual framework with the SPSS Process macro.FindingsOur study results confirm that agility mediates sales capabilities' effect on sales growth. Furthermore, we find a significant positive moderating effect of sales orientation ambidexterity (retention coupled with the acquisition) on the indirect effect of sales capabilities on sales growth through agility.OriginalityFirst, our study thus yields new insights on exploiting greater potential from sales capabilities through agile posture and making them at the forefront of SMEs' competitive advantage in turbulent transition markets. Second, through a moderated mediation framework, we provide actionable implications for managers by showcasing the situations in which the mediating role of agility contributes to sales growth, given the various levels of sales orientation ambidexterity. Finally, we contribute to the literature by focusing on two contextual issues: the transition country perspective and SMEs.