If one steps out of the Phalanx : Analyzing leaders; influence on sales force automation adoption with a quadratic dataset

Homburg, Christian ; Wieseke, Jan ; Kühnl, Christina

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URL: https://ub-madoc.bib.uni-mannheim.de/27335
URN: urn:nbn:de:bsz:180-madoc-273351
Document Type: Working paper
Year of publication: 2009
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W125e
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: The implementation of sales force automation applications (SFA) often fails owing to the lack of adoption by salespeople. Previous studies investigating drivers of salespeople’s SFA adoption have mainly scrutinized predictors on the level of salespeople (within-level analysis). Hence, these studies have mostly neglected the social influence of coworkers’ and superiors’ SFA adoption on salespeople’s SFA adoption. We introduce a new perspective using a multilevel framework of SFA adoption at several hierarchical levels. The findings demonstrate that coworkers’ and superiors’ SFA adoption has a positive effect on subordinates’ SFA adoption which goes beyond the commonly tested determinants. Also, results reveal differences among predictors of the Technology Acceptance Model (within-level effects) examined at three different hierarchical levels.

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