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Strategic and organisational determinants of sophistication in deployed sales force automation systems within three industry sectors in the UK

Donaldson, W.G. and Lee, J-H. and Wright, George (2012) Strategic and organisational determinants of sophistication in deployed sales force automation systems within three industry sectors in the UK. Journal of Marketing Management, 28 (11-12). pp. 1305-1330. ISSN 0267-257X

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Abstract

This paper investigates strategic and organisational context determinants of the sophistication of adopted sales force automation (SFA) systems in three UK industries: financial services, pharmaceuticals, and building/construction. Sophistication of adopted systems is associated with the organisation placing greater emphasis on information orientation, which is itself driven by an increased integration of IT and sales coupled with increased organisational slack. Increased integration of IT and sales is itself driven by increased strategic importance of sales coupled with increased use of internal communication networks. Importantly, a firm's marketing orientation, although also driven by the strategic importance of sales, has no impact on either information orientation or SFA sophistication. We discuss the implications of our findings to aid understanding of SFA implementation failure.