A Competency Development Model of Medical Device Sales Representatives for Enhancing Happiness Based on Buddhist Psychology

Abstract

This study aims to 1. examine the current conditions, problems, obstacles, and competency concepts integrating psychology and Buddhist principles that foster success and happiness among medical device sales representatives; 2. synthesize the components of competency development to enhance well-being through Buddhist psychology; and 3. propose a developmental model for such competencies. A qualitative research approach was utilized, collecting data via in-depth interviews with 49 key informants, comprising sales representatives, team leaders, executives, clients, and experts in Buddhism, Buddhist psychology, and the medical device business. Purposive sampling was employed, supplemented by a focus group discussion with 12 experts and a special expert panel with 11 participants. Data analysis involved content analysis, the 6C technique, and triangulation for validation.

Findings indicated that 1. sales representatives face intense competition, sales targets pressure, and ethical dilemmas, resulting in stress and work–life imbalance; 2. six synthesized components for competency development include five core competencies, Buddhist principles (Iddhipada 4 and Brahmavihara 4), positive psychology via the PERMA model, Maslow’s motivation theory, organizational foundations, sales management, and happiness promotion; and 3. the resulting HEART Model, encompassing nine dimensions of Buddhist psychology-based competency development, emphasizes concurrent enhancement of competencies and sustainable happiness. Sales representatives attain happiness when deriving meaning from work, cultivating positive relationships with colleagues and clients, and maintaining life balance—particularly through ongoing emotional intelligence development and holistic self-growth in body, mind, and wisdom.