This book provides an extension to a conceptual framework which addresses the ambidextrous orientation’s role of proactive selling behaviors and selling performance, where sales manager’s control and product newness are implemented. The focus in this study is to uncover the effects of customer innovativeness on the relationship between the sales employees’ selling behavior and selling performance for new and existing products, respectively. A knowledge base about key concepts are provided through a litterature review. In order to test the hypotheses, a quantitative online data collection was performed in a market leading consumer electronics company. The results of this study provide interesting insights to the topic of customer innovativeness and selling performance.