Quantitative research finds narcissistic traits influence sales performance in professionals, highlighting cultural values' role.
The present study examines the relationship between narcissistic personality traits and sales performance within Azerbaijan’s manufacturing sector, with a focus on how cultural norms and organizational training interventions moderate this relationship. The research tests three hypotheses: the direct influence of narcissism on sales effectiveness, the moderating role of cultural values, and the impact of targeted training programs on trait expression and outcomes. A quantitative research design was employed, using a sample of 128 sales professionals. Data was collected through the Narcissistic Personality Inventory (NPI), the Cultural Values Assessment (CVA), and standardized sales performance metrics. The findings suggest that narcissistic traits, while potentially advantageous in competitive sales environments, must be managed carefully within culturally sensitive contexts. The paper contributes to theoretical understandings of personality-performance dynamics and offers practical insights into culturally informed sales force development and training strategies.
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Ибрагимов et al. (2025) studied this question.
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