Understanding Salesforce Behavior using Genetic Association Studies

__Abstract__ Using genetic association studies, this thesis aims to investigate the drivers of successful customer-salesperson interactions in a context where knowledge development has become crucial to the value creation process. Central to this thesis is the developing role of the contemporary sales professional. Coming from transaction-based selling and passing through an era of consultative selling sales strategies, we observe an emerging role for sales professionals as knowledge brokers. Indeed, sales professionals are crucial in linking different parties both within and outside their firm, creating a flow of knowledge between different members of the network. In line with this, salespeople should be able to shift their strategies from a short-term focus on the (immediate) sale, to a more long-term and customer-centred approach aimed on opportunity identification. The results presented in this thesis suggest that some sales professionals have an innate tendency to make an active effort to spot novel opportunities to help solve customers’ needs. To build long-term, valuable relationships with their customers, they will be most effective if they take a self-reliant and curious approach

The role of attachment styles in regulating the effects of dopamine on the behavior of salespersons

Two classic strategic orientations have been found to pervade the behavior of modern salespersons: a sales orientation (SO) where salespersons use deception or guile to get customers to buy even if they do not need a product, and a customer orientation (CO) where salespersons first attempt to discover the customer's needs and adjust their product and selling approach to meet those needs. Study 1 replicates recent research and finds that the Taq A1 variant of the DRD2 gene is not related to either sales or CO, whereas the 7-repeat variant of the DRD4 gene is related to CO but not SO. Study 2 investigates gene × phenotype explanations of orientation of salespersons, drawing upon recent research in molecular genetics and biological/psychological attachment theory. The findings show that attachment style regulates the effects of DRD2 on CO, such that greater avoidant attachment styles lead to higher CO for persons with the A2/A2 variant but neither the A1/A2 nor A1/A1 variants. Likewise, attachment style regulates the effects of DRD4 on CO, such that greater avoidant attachment styles lead to higher CO for persons with the 7-repeat variant but not other variants. No effects were found on a SO, and secure and anxious attachment styles did not function as moderators

Persistent atrial fibrillation: A systematic review and meta-analysis of invasive strategies

Background: Persistent atrial fibrillation (AF) is associated with higher stroke and mortality risk than paroxysmal AF (pAF). Outcomes of catheter or surgical ablation are worse in patients with persistent AF than in pAF, and the optimal invasive rhythm control strategy has not been established. Purpose: We provide a contemporary systematic overview on efficacy and safety of catheter and minimally-invasive surgical ablation for persistent AF. Methods: We systematically searched EMBASE, MEDLINE and CENTRAL from inception to July 2018 for randomized trials on surgical and catheter ablation, and included all study arms on persistent AF. Outcome was AF freedom after ≥12 months follow-up without AAD use. Random effects models were used to calculate proportions with 95%-confidence intervals. Safety consisted of adverse events during treatment and follow-up. Results: We included 6 studies on minimally-invasive surgical ablation and 56 on catheter ablation, involving 7624 patients with persistent AF. AF Freedom at 12 months was 69% (95%CI 64–74%) after surgical and 51% (95%CI 46–56%) after catheter ablation. More severe procedural adverse events occurred with surgery than with catheter ablation. Conclusions: In persistent AF patients, minimally-invasive surgical ablation is associated with more procedural complications, but higher AF freedom. As adverse events after surgical ablation appear more severe than in catheter ablation, a patient-tailored therapy choice is warranted