Navigating the challenges of professionalising sales careers: a case for degree apprenticeships in sales

This thesis presents the narrative of my navigation through factors, both actual and philosophical, which I encountered during the development of my public works (PWs) of two, sales degree apprenticeships. It weaves together themes of stigma, bureaucracy, employer culture and complexity whilst addressing what constitutes ‘professionalism’ within the new and emerging professions of this VUCA (volatile, uncertain, complex, and ambiguous) period of change in the business environment.

The key methodologies which inform my approach to the critique of my works are autoethnography and reflective practice. These were achieved using a new coaching framework that I developed (C-E-D-A-R) specifically for this enquiry, recognising the complexity of the public works development ecosystem and the need for a framework to address all the dynamic elements and agencies within it. Enquiring into the ecosystem using C-E-D-A-R, I address the microsystem, mesosystem and macrosystem it supports, and identify the insights and outcomes emerging from the critique of the public works which expanded the possibilities for the ecosystem to maintain balance and relevance and to continue to thrive.