- DOI zum Zitieren dieses Dokuments:
- 10.5283/epub.37417
Zusammenfassung
Selling new products is a major success factor, particularly in today’s fast changing environment. Surprisingly, existing insights on the role of the sales force adoption as a key antecedent of customer’s innovation adoption consistently focus on the salespeople’s perspective. This study, however, examines the effect of the sales force adoption on the customer’s innovation adoption, by looking at ...
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