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Sales Force’S Attitudes Toward Technology: Evidence From Spain

Author

Listed:
  • Julián Pando García
  • Virginia Rincón Diez

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.

Suggested Citation

  • Julián Pando García & Virginia Rincón Diez, 2013. "Sales Force’S Attitudes Toward Technology: Evidence From Spain," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 7(3), pages 89-100.
    • Handle: RePEc:ibf:gjbres:v:7:y:2013:i:3:p:89-100
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    More about this item

    Keywords

    Sales Force; Attitudes Toward Technology; Market Segmentation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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