Liderança em ambientes digitais complexos: proposição de um artefato

Abstract

This study investigates how leadership styles influence the performance and retention of sales teams in technology companies operating in complex digital environments. The research addresses a gap in the literature by systematically integrating dimensions such as leadership styles (transformational, transactional, authentic, and servant), strategic support, performance pressure, and the emotional well-being of salespeople. Using the Design Science Research (DSR) method, the study aims to propose a practical artifact to support leaders in improving performance and reducing turnover in highly competitive contexts marked by long sales cycles, accelerated digital transformation, and hybrid work. Data will be collected through qualitative interviews with sales leaders and team members in the tech sector, capturing insights into effective managerial practices. The expected outcomes include both theoretical contributions to the field of sales leadership and practical recommendations for emotionally intelligent, adaptive leadership models that foster more resilient and productive work environments. The study also seeks to stimulate debate on critical leadership competencies in the digital era, connecting empirical insights to the development of scalable solutions for technology companies.