International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

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Personality Traits and Their Correlation with Sales Success: A Focus on Narcissism in Azerbaijan’s Manufacturing Sector

Iashar Ibragimov Email , Lamara Kadagidze Email , Fred Katongole Kasirye Email , and Gunel Valiyeva Email
Abstract 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.
Full Text: PDF   |   DOI: https://doi.org/10.30845/ijbss.v16p13
Article History:
Received: 3 August 2025 | Accepted: 17 October 2025 | Published: 19 October 2025
Reviewer(s): Dr. Lang Ling Yap, Independent Researcher, Malaysia. ORCID iD: https://orcid.org/0009-0009-7001-4970. Email: [email protected]
Address for Correspondence: Lamara Kadagidze, Ph.D. in Education, Affiliate Professor at Caucasus University, School of Medicine, P. Saakadze str. 1, Tbilisi 0102, Georgia. Email: [email protected]
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