Salesperson competitive intelligence and performance: The role of product knowledge and sales force automation usage

• Salesperson’s product knowledge affects performance indirectly through competitive intelligence behaviors (SCIB).
• Indirect effect of product knowledge on performance is moderated by use of sales force automation system (SFA).
• Indirect positive effect of product knowledge on performance through SCIB is attenuated as SFA use increases.
• At low levels of SFA use, indirect positive effect of product knowledge on performance through SCIB is enhanced.

This research models and tests the relationship between a salesperson's product knowledge, competitive intelligence behaviors (SCIB), and performance. Moreover, the research examines how a salesperson's use of a sales force automation (SFA) system influences the knowledge–SCIB–performance relationship. Our model and empirical evidence suggest that a salesperson's product knowledge influences performance indirectly through SCIB, and that this indirect influence is moderated by salesperson SFA use. Results show that the indirect positive influence of salesperson product knowledge on salesperson performance through SCIB is attenuated as SFA use increases, and enhanced when SFA use decreases. Theoretical and managerial implications are presented, followed by a discussion of limitations and future research.