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

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

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.

Suggested Citation

  • Rapp, Adam & Beitelspacher, Lauren Skinner & Schillewaert, Niels & Baker, Thomas L., 2012. "The differing effects of technology on inside vs. outside sales forces to facilitate enhanced customer orientation and interfunctional coordination," Journal of Business Research, Elsevier, vol. 65(7), pages 929-936.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:7:p:929-936
    DOI: 10.1016/j.jbusres.2011.05.005
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    References listed on IDEAS

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    Cited by:

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    2. Hunter, Gary K., 2019. "On conceptualizing, measuring, and managing augmented technology use in business-to-business sales contexts," Journal of Business Research, Elsevier, vol. 105(C), pages 201-213.
    3. Rayburn, Steven W. & Badrinarayanan, Vishag & Anderson, Sidney T. & Gupta, Aditya, 2021. "Continuous techno-training and business-to-business salesperson success: How boosting techno-efficacy enhances sales effort and performance," Journal of Business Research, Elsevier, vol. 133(C), pages 66-78.
    4. Chee-Hua Chin & May-Chiun Lo & T. Ramayah, 2013. "Market Orientation and Organizational Performance," SAGE Open, , vol. 3(4), pages 21582440135, November.
    5. Padgett, Daniel & Hopkins, Christopher D. & Williams, Zac, 2020. "Buyer dependence in B2B relationships: The role of supplier investments, commitment form, and trust," Journal of Business Research, Elsevier, vol. 119(C), pages 13-24.
    6. Giacosa, Elisa & Culasso, Francesca & Crocco, Edoardo, 2022. "Customer agility in the modern automotive sector: how lead management shapes agile digital companies," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    7. Monika C. Schuhmacher & Sabine Kuester & Anna-Lena Hanker, 2018. "Investigating Antecedents And Stage-Specific Effects Of Customer Integration Intensity On New Product Success," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(04), pages 1-36, May.
    8. Romain Franck & Maud Dampérat, 2023. "Influence of sales support technologies on salesperson performance: A study of interpersonal and intrapersonal mediators [Influence des technologies d’aide à la vente sur les performances du commer," Post-Print halshs-04159504, HAL.
    9. Basim Abbas KRAIDY JASSMY & Cristian Silviu BANACU & Zaki Muhammad ABBAS BHAYA & Latif ATIYA, 2017. "The Coordination Between Internal Environment And Strategic Orientation To Enhance Commitment Behavior: Empirical Study In Iraqi Private Banks," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 359-377, November.
    10. Chang, Woojung, 2022. "The effectiveness of AI salesperson vs. human salesperson across the buyer-seller relationship stages," Journal of Business Research, Elsevier, vol. 148(C), pages 241-251.
    11. Ramos, Carla & Claro, Danny P. & Germiniano, Renato, 2023. "The effect of inside sales and hybrid sales structures on customer value creation," Journal of Business Research, Elsevier, vol. 154(C).

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