Salesforce automation and the adoption of technological innovations by salespeople: theory and implications

Madhavan Parthasarathy · Ravipreet S. Sohi

121 citations0/0 files storedJournal of Business and Industrial Marketing

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ERP Systems Implementation and Impact Technology Adoption and User Behaviour Innovation Diffusion and Forecasting

Abstract

In the past few years, organizations have spent millions of dollars adopting salesforce automation (SFA) systems, and this trend continues to grow. Despite its significance, very little academic research has been devoted to understanding the factors that can influence the adoption and implementation of SFA systems. Contends that SFA is a two‐stage process that involves adoption at: (a) the organizational level, and (b) the level of the individual salesperson ‐ with organizational adoption preceding individual salesperson adoption. Draws on diffusion theory and the existing SFA trade literature to discuss factors that can influence SFA adoption at both these levels and their implications for management.

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