SALES FORCE’S ATTITUDES TOWARD TECHNOLOGY: EVIDENCE FROM SPAIN

Julián Pando García and Virginia Rincón Diez

Global Journal of Business Research, 2013, vol. 7, issue 3, 89-100

Abstract: Technology has changed company activity. It has equipped companies with elements which give them better and greater knowledge of their target audiences and clients. Within the commercial scope of organizations, it is important to understand which factors explain the use of technology. In this project, a study on vendors’ attitude toward technology and on their use of technology is developed. We analyse different sales force opinions toward technology and develop a segmentation of vendors, characterizing each segment identified based on the variables used. The results show, technological use is related to the sales force job, the industry, the size of the organization, in relevance to the different vendors’ segments.

Keywords: Sales Force; Attitudes Toward Technology; Market Segmentation (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:gjbres:v:7:y:2013:i:3:p:89-100

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