Purpose: This paper examines the antecedents of adaptive selling behavior empirically from the salespeople's, customers', and firms' perspectives. Design/methodology/approach: Survey design was used for this study. Data from 219 salespeople and their visiting customers in selected cosmetics...

Purpose: This paper aims to assess the effect of adaptive selling behavior on customer outcomes, mutual outcomes and salesperson outcomes. Design/methodology/approach: The respondents were salespeople and customers in selected door-to-door cosmetics companies in South Korea. A questionnaire was...