O uso da tecnoloxía de vendas por parte dos vendedores como fonte de información e estimulante do intraemprendemento
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A dixitalización cambiou o papel dos vendedores e, en consecuencia, a dinámica das súas operacións na interface entre o provedor e o cliente. Na actualidade, un vendedor é chamado a miúdo para resolver as consultas dos clientes, o que implica asumir o papel de intraemprendedor para crear internamente unha solución. Este estudo contribúe á literatura enchendo un baleiro en relación cos vendedores intraemprendedores e os seus usos da tecnoloxía de vendas. Esta investigación céntrase no intraemprendemento dos vendedores e investiga explicitamente os seus antecedentes. Elixiuse a técnica de modelización de ecuacións estruturais por considerala a máis adecuada para a análise. Os datos da investigación realizada con 565 vendedores portugueses revelan que o uso da tecnoloxía de vendas inflúe no seu comportamento intraemprendedor grazas aos sistemas de información. Por último, este estudo engade un coñecemento inestimable á literatura, ofrece unha visión valiosa aos directores de vendas e propón futuras liñas de investigación.
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