Research article innovative work behavior during covid-19 for medical representatives in the pharmaceutical industry

ABSTRACT

COVID-19 happened to be a pandemic, affecting billions of people across the globe. Parallel to all other sectors, pharmaceutical businesses also faced several problems whereby MR faced the most due to strict social distancing measures and individuals concerns. Resultantly, MR experienced hindrance in their sales and marketing efforts, causing them to express burnout and lower engagement levels. Bearing the severity, the current study attempted to investigate the issue to help facilitate the pharmaceutical industry to understand how they can effectively find a way out to ensure medical reps continue to remain engaged with their work. Through applying structural equation modelling, the study proposed and found the significance of social support resources towards work engagement. Accordingly, the study also found a significant relationship between innovative work behavior and work engagement. However, IWB did not pose any moderating effect on the associations of supervisor support, coworker support with work engagement. The study forwards implications for policy and practice.