79

The objective of this research is to analyze the relationship between a prospector strategy and sales performance in the context of an emerging country, Tunisia. It also aims to test the existence of a parallel mediation of sales innovation and behavior-based control in this relationship. Applying the methodology developed by Hayes (2013) to data collected from sales managers in four branches of the Tunisian industrial sector, we show that: i) prospector strategy has a direct and positive effect on sales performance, ii) prospector strategy positively influences sales innovation and behavior-based control, iii) parallel mediation has no effect. These results allow us to put forward recommendations to improve the commercial performance of Tunisian firms.