2023

Pitman, Titta; Koponen, Jonna; Tarkiainen, Anssi

As modern business-to-business (B2B) sales have become more complex; recruiters are turning to business schools to find educated and motivated sales professionals to fill the employment demand gap that has risen. This study provides important information about business students’ intentions regarding pursuing careers in B2B sales, as there are no up-to-date studies investigating the phenomenon. The purpose of this study is to investigate how business students’ attitudes and perceptions of personal sales competence affect their intentions to apply to B2B sales positions. The empirical data for the present study was collected by an online survey from business school students (n = 243). The conceptual framework was constructed by integrating the theory of reasoned action (TRA) and self-determination theory (SDT) and therefore this study contributes to aforementioned research. The results from structural equation modelling (SEM) indicate that the students were not eager to apply for B2B sales jobs. However, students’ attitudes positively influenced their intentions to apply for B2B sales jobs. The students’ intentions to apply for B2B sales jobs were also positively influenced by their perceptions of personal sales competence. The results of the study show that the industry and the business educators still have work to do to increase the appeal of professional sales jobs to attract business students to work in B2B sales jobs. Furthermore, the results inform companies' human resource management to enhance B2B sales force recruitment.