This thesis provides information on how to illustrate entrepreneurial behavior within the sales context in a large organization. This study focuses on one company within the trade and production industry in Sweden. Previous research has mostly concerned entrepreneurial behavior from the perspective of middle and top management. This study, however, looks solely on sales representatives without manager titles.

The purpose of this thesis is to explore how sales representatives engage in entrepreneurial behavior within a large sales organization.

This thesis employs a single case study approach by doing semi-structured interviews with sales representatives and sales coaches. The methodology is qualitative to provide a deeper understanding within the topic of entrepreneurial behavior by applying and testing the literature on a large organization in Sweden.

The results show that entrepreneurial behavior is used by sales representatives within a large organization. We found that intrinsic motivation, entrepreneurial passion, entrepreneurial role identity, culture and experience inertia were the main factors that influence entrepreneurial behavior within the sales context.