Digitalization process of complex B2B sales processes. Enablers and obstacles

Rodríguez Herrera, Rocío; Svensson, Göran; Mehl, Erik Jens

Publication:
Digitalization process of complex B2B sales processes. Enablers and obstacles

dc.contributor.author	Rodríguez Herrera, Rocío
dc.contributor.author	Svensson, Göran
dc.contributor.author	Mehl, Erik Jens
dc.contributor.department	Comercialización e Investigación de Mercados
dc.date.accessioned	2024-12-04T09:54:21Z
dc.date.available	2024-12-04T09:54:21Z
dc.date.issued	2020-08
dc.description	© 2020 Elsevier Ltd. This document is the Published version of a Published Work that appeared in final form in Technology in Society. To access the final edited and published work see https://doi.org/10.1016/j.techsoc.2020.101324	es
dc.description.abstract	The purpose of this study is to shed light on the extent to which salespeople use technology throughout complex B2B sales processes. The research on technology in society considers specifically which enablers and obstacles are most prominent in driving the digitalization of complex B2B sales processes. This research applies a post-positivism approach based on a qualitative design, using insights from case studies. Data collection is based on an in-depth series of interviews with salespeople in several companies, in order to collect information about the digitalization of complex B2B sales processes. Findings indicate that a complex B2B sales process is not easily digitalized. On the contrary, there are a number of hurdles to overcome. General results reported contextualize the major specific one, while the specific ones focus on enablers and obstacles in complex B2B sales processes. The research aids our understanding of the process of obtaining valid information in this context. It also helps to classify and organize different kinds of analog and digital sources and channels of information. Provides suggestions for further research. This study proposes using a mixed structure in the sales department to obtain benefits of communication technologies and to use what advantages digitalization provides. This may start by dividing digitalization process into functions and after that, using the remaining possibilities, by territory, accounts or products, depending on the company. The study reveals dimensions (indicators and context) and sub-dimensions (organizational, technological, cultural and security issues) of relevance in the digitalization of complex B2B sales process.	es
dc.embargo.terms	1-ene-2999
dc.format	application/pdf	es
dc.format.extent	12	es
dc.identifier.citation	Technology in Society, 2020, Vol. 62: 101324
dc.identifier.doi	https://doi.org/10.1016/j.techsoc.2020.101324
dc.identifier.issn	Print: 0160-791X
dc.identifier.issn	Electronic: 1879-3274
dc.identifier.uri	http://hdl.handle.net/10201/147162
dc.language	eng	es
dc.publisher	Elsevier	es
dc.relation	Sin financiación externa a la Universidad	es
dc.relation.publisherversion	https://www.sciencedirect.com/science/article/pii/S0160791X19307493?via%3Dihub	es
dc.rights.accessRights	info:eu-repo/semantics/restrictedAccess
dc.subject	Digitalization	es
dc.subject	B2B	es
dc.subject	Sales process	es
dc.subject	Enablers	es
dc.subject	Obstacles	es
dc.subject	Technology	es
dc.title	Digitalization process of complex B2B sales processes. Enablers and obstacles	es
dc.type	info:eu-repo/semantics/article	es
dspace.entity.type	Publication	es