The differing effects of technology on inside vs. outside sales forces to facilitate enhanced customer orientation and interfunctional coordination

Adam Rapp, Lauren Skinner Beitelspacher, Niels Schillewaert and Thomas L. Baker

Journal of Business Research, 2012, vol. 65, issue 7, 929-936

Abstract: This paper presents a study designed to examine outcomes of different workplace structures. Specifically, using a sample of 156 sales organizations, we review how sales force structure, eLearning, and technological tools can influence coordination and the level of customer orientation within an organization. While current literature touts the benefits of an outside sales force, our results suggest that this type of structure, when coupled with eLearning and technological tools, leads to even greater positive outcomes of an outside sales force. By utilizing different forms of technology in conjunction with an outside sales force, this research offers a new dynamic technological environment to further improve salesperson performance.

Keywords: Organizational sales force; Market orientation; Sales force structure; eLearning (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:7:p:929-936

DOI: 10.1016/j.jbusres.2011.05.005

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