Baby Boomers and Generation X industrial salespeople: Generational divide or convergence?

Abstract

Currently two of the largest generational groups occupying industrial field sales positions are Generation X and Baby Boomers. While anecdotal evidence suggests these two generations are widely different, few studies have compared their career attitudes. Working within the conceptual framework of psychological employment contracts this study tested the notion that Generation X would be more transactional and Baby Boomers would be more relational in nature. This nature was expected to take the form of higher intrinsic motivation levels and fewer career path changes among Baby Boomers. While Baby Boomers do tend to express higher levels of intrinsic motivation, their career paths are less relational than expected (i.e. their careers are spanning more than one employer). Overall the findings provide partial support for some of the relational theory expectations-and more importantly dispel still others. Managers faced with intergenerational field sales forces may similarly, therefore, question the assumption that Baby Boomer field salespeople will follow the relational employment contract profile.