TITLE

A FRAMEWORK OF TECHNOLOGY MEDIATION IN CONSUMER SELLING: IMPLICATIONS FOR FIRMS AND SALES MANAGEMENT

AUTHOR(S)
Sharma, Arun; Sheth, Jagdish N.
PUB. DATE
March 2010
SOURCE
Journal of Personal Selling & Sales Management;Spring2010, Vol. 30 Issue 2, p121
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Firms regard technology as a strategic tool to enhance sales effectiveness, improve customer service, and reduce costs. Within the context of sales technology, the focus of the paper is on the effect of technology mediation in consumer selling environments. Extant research has typically been at a micro-level and concentrated in two distinct areas: (1) salesperson adoption of sales technology and its effect on salespeople's performance and (2) consumer adoption of technology and the use of technology in decision making. The paper examines the simultaneous effect of technology-mediated selling on both salespeople and consumers, at both micro- and macro-levels.
ACCESSION #
49160284

 

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