Investigation of the effect of leader member exchange on salesperson creativity

Nowadays, businesses need to be flexible enough to adapt to changing technological conditions to survive in their field of activity. The transformations of competitors in the market conditions that are getting more and more difficult day by day increase the competition and this necessitates the planning and implementation of some actions in advance. At this point, the organizational structure of the enterprises, processes, and actions should be flexible enough to adapt to the current environment/problems. The human factor, which is accepted as the most important input of organizations, is also one of the most costly elements of the sales process. Therefore, to contribute to the success of businesses, salespersons should develop effective solutions to the problems they encounter in the field of sales/marketing by using their personality characteristics and sales experience. At this point, the creative features of the salespeople come to the fore; innovative, creative and result-oriented solutions undoubtedly increase the success of salespeople and the sales/marketing department as a whole. Many factors influence the salespersons to acquire creative features or to implement their existing creative ideas and attitudes. One of the most important of these factors is the leadership characteristics of sales managers. Business relations with subordinates of leaders who play an active role in organizations form the basis of many processes. The concept of leader-member exchange (LMX) comes into play at this point. An effective interaction strengthens the ability of employees to produce and manage creative ideas. Based on all these findings, in this study, the concepts of leader-member interaction and creativity were examined in different dimensions, their predecessors and successors were discussed, and the effect of leader-member interaction on sales creativity was investigated.