Department of Marketing, College of Business, East Carolina University, 3416 Bate Building, Greenville, NC 27858-4353, USA. ' Department of Decision Sciences, East Carolina University, 342 Slay Hall, Greenville, NC 27858-4353, USA
Although mobile computing offers the field salesperson distinct dvantages, adoption lags. This study examined differences in sales organisations. We found distinctive differences between non-adopters, adopters and innovators. Adopters tend to be more customer-driven relying on smaller well supported sales forces. Field sales forces yet to adopt are less likely to value customer-driven strategies. IT vendors can target new markets by identifying these strategic differences. Management of firms that have not yet adopted and are not sufficiently customer-driven may be exposing themselves to competitive vulnerabilities.
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