Charting the course for adaptive selling: A systematic review and meta-analysis

This study aims to comprehensively analyze the current body of literature on adaptive selling behavior. Accordingly, it employs a hybrid review methodology that integrates systematic literature review, lexicometric analysis, and meta-analysis. This multifaceted approach facilitates both thematic and theoretical syntheses while revealing empirical inconsistencies through quantitative validation. The study further advances the field by developing a conceptual framework based on the antecedents–decisions–outcomes model and proposing a future research agenda based on theory-context-characteristics-method framework, encompassing emerging phenomena, such as technology-driven adaptive selling, gamification, and corporate social responsibility alignment. This novel triangulation of methods and the resulting integrated framework offer rich insights, charting a future roadmap for adaptive selling research.