A sensemaking perspective on the drivers, boundary conditions, and outcomes of frontline employee bricolage

Purpose Frontline employees (FLEs) often face significant challenges as they strive to achieve high levels of job performance despite having limited resources. However, research exploring the determinants, boundary conditions, and outcomes of FLE bricolage remains limited. Grounded in sensemaking theory, our study proposes that FLE digital integration enhances their bricolage, which, in turn, enhances adaptive selling and job performance. The relationship between digital integration and bricolage is proposed to be positively moderated by manager intellectual stimulation. Design/methodology/approach We used a mixed methods design to assess the robustness of our proposed framework through (1) an analysis of survey responses from 115 business-to-business (B2B) FLEs (Study 1), (2) a qualitative exploration with 12 B2B FLEs (Study 2), and (3) an experimental study (Study 3) with 210 FLEs. Findings In line with our proposed framework, FLE digital integration enhances FLE bricolage, and this relationship is moderated by manager intellectual stimulation. Furthermore, FLE bricolage increases adaptive selling and job performance. Practical implications Organizations should invest in promoting the adoption of digital technologies among FLEs to enhance employee bricolage. Organizations should also train their managers to display intellectually stimulating behaviors to enhance the effects of digital technologies among their frontlines. Originality/value Our research provides novel insights by identifying digital integration and manager intellectual stimulation as critical drivers of FLE bricolage. Furthermore, FLE bricolage enhances FLE performance.