Bricoleur mindset in sales: Empowering trade fair performance
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Published
31-10-2025
Pedro Mendonça Silva
Visar Rrustemi
José Freitas Santos
https://orcid.org/0000-0002-2463-0408
Visar Rrustemi
José Freitas Santos
Abstract
A significant advantage in a constantly evolving trade fair environment is the bricoleur mind set. This is particularly relevant for a company deserving to participate in a trade fair but face challenges such as intense competition, resource allocation problems, and the need for adaptability. This research investigates the impact of bricoleur behaviour and problem-solving confidence on exhibitor performance at trade fairs offering valuable information about the dynamics of salespeople behaviour on a trade fair environment and the impact on the performance of company’s trade fair participation. Therefore, the study addresses the gap in the literature regarding the bricoleur behaviour of salespeople at trade fairs, investigating how they creatively use available resources to navigate the complexity of these events and improve their performance. Grounded in the Bricolage and Stressor Event theories, the study explores the swift and effective adaptation required at trade fairs, offering managerial insights and directions for future research. The study adopts a quantitative approach, by examining a sample of 304 Portuguese and Kosovar companies by a covariance-based Structural Equation Modelling (CB-SEM). The study results confirm the importance of bricoleur behaviour and confidence in problem-solving for exhibitor performance at trade fairs. The findings align with supporting theories, and the integrated approach of these skills culminates in a “bricolage thinking”, which is essential for navigating complex and high-pressure environments such as trade fairs, thereby contributing to the overall success of these business platforms.
How to Cite
Mendonça Silva, . P., Rrustemi, V., & Freitas Santos, . J. (2025). Bricoleur mindset in sales: Empowering trade fair performance. Cuadernos De Gestión, 25(2), 37–52. https://doi.org/10.5295/cdg.252346pm
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Keywords
Bricoleur, Sales, Trade fairs, Performance, Problem solving confidence
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Armstrong, J. S. & Overton, T.S. (1977). Estimating non-response bias in mail surveys. Journal of Marketing Research, 14(3), 396-402. https://doi.org/10.1177/002224377701400320.
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Carlson, J., & Ross, W. (2022). When polychronicity affects salesperson performance: The effects of improvisation, role ambiguity, and sales job complexity. Industrial Marketing Management, 107(1), 323-336. https://doi.org/10.1016/j.indmarman.2022.10.010
Cavazos, D.E., Rutherford, M. & Ashton, T. (2023). The temporal dynamics of attribute-based firm reputation: examining short-term and long-term reputation and regulation in the U.S. automobile industry. International Journal of Organizational Analysis, 31(7), 35193531. https://doi.org/10.1108/IJOA-05-2022-3260
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Clegg, J. R., & Diller, K. R. (2018). Challenge-based instruction promotes students’ development of transferable frameworks and confidence for engineering problem solving. European Journal of Engineering Education, 44(3), 398-416. https://doi.org/10.1080/03043797.2018. 1524453
Collier, J. (2020). Applied Structural Equation Modeling using AMOS: Basic to Advanced Techniques (1st ed.). Routledge. https://doi. org/10.4324/9781003018414
Dash. G. & Paul. J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173(1), 121092. https://doi.org/10.1016/j. techfore.2021.121092
Display Wizard (2024). Trade Show Statistics That Will Blow Your Mind! [2024 Update], available at: https://www.displaywizard. co.uk/trade-show-statistics/, accessed in Jully 2024
Endres, H., Helm, R., Schmitz, C. & Hofstetter, C. (2022). Do business customers perceive what salespeople believe? Perceptions of salesperson adoption of innovations. Journal of Product Innovation Management, 40(1), 120-136. https://doi.org/10.1111/jpim.12645
Epler, R. & Leach, M. (2021). An examination of salesperson bricolage during a critical sales disruption: Selling during the Covid-19 pandemic. Industrial Marketing Management, 95(1), 114-127. https://doi.org/10.1016/j.indmarman.2021.04.002.
Epler, R., Schrock, W., Leach, M., White, K. & Hochstein, B. (2023). Managing ambiguity: salesperson bricolage behavior and its organizational determinants. Journal of Personal Selling & Sales Management. https://doi.org/10.1080/08853134.2023.2198239
Ewe, S.Y., & Ho, H.H.P. (2023). Psychological capabilities for salespeople’s sustainable work performance in financial services sector. Journal of Financial Services Marketing. https://doi.org/10.1057/s41264023-00228-6
Favorina, D., Masrukan, M.S. & Isnarto, M. (2023). Analysis of Problem Solving Ability in View Of Self Confidence in a PBL Learning Model. Based on Blended Learning with Diagnostic Assessment. International Journal of Education and Research, 11 (2), 53-64.
Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Franck, R., & Dampérat, M. (2022). Influence of sales force automation on salesperson performance: A study of interpersonal and intrapersonal mediators. Recherche et Applications En Marketing (English Edition), 37(3), 59-85. https://doi.org/10.1177/20515707221131150
Gao, R. (Chuang Rang), Murphy, W. H., & Anderson, R. E. (2020). Transformational leadership effects on salespeople’s attitudes, striving, and performance. Journal of Business Research, 110, 237-245. https://doi.org/10.1016/j.jbusres.2020.01.023.
George, D., & Mallery, P. (2021). IBM SPSS Statistics 27 Step by Step. A Simple Guide and Reference (17th Ed.). New York: Routledge. https://doi.org/10.4324/9781003205333
Gerçek, M. (2024). Exploiting limitations: Examining the concept of “bricolage” in management studies through a bibliometric analysis. Journal of Research in Business, 9(2), 554-584. https://doi.org/10.54452/jrb.1470459
Gerschewski, S., Evers, N., Nguyen, A., & Froese, F. (2020). Trade Shows and SME Internationalisation: Networking for Performance. Management International Review, 60(1), 573-595. https://doi.org/10.1007/s11575-020-00421-y
Ghemawat P. (2001). Distance still matters. The hard reality of global expansion. Harvard Business Review, 79(8), 137-162.
Good, M., & Schwepker, C. (2022). Business-to-business salespeople and political skill: Relationship building, deviance, and performance. Journal of Business Research, 139(1), 32-43. https://doi.org/10.1016/j.jbusres.2021.09.035
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