Title

Summary Brief: Macro Influences on the Adoption of Sales Force Automation (SFA) Technology

Department

Marketing & Professional Sales

Document Type

Conference Proceeding

Publication Date

2009

Abstract

There is great interest in the application of technological solutions driven by a thriving CRM industry. It has been shown the more effective the implementation of SFA, the greater its impact on increased sales performance. Previous research on SFA adoption has focused on the individual as the reason for success or failure. Tailored towards macro factors, we draw upon the Technology Acceptance Model (TAM) to focus on factors that can influence macro (aggregated) or company-wide factors leading to SFA success or failure on a company basis. Our framework initiates with an SFA implementation climate and organizational culture whereby enabling conditions and commitment to SFA influence the effective implementation and productivity yield.

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