eThesis - School of Business electronic theses

Abstract: The purpose of this study is to explore the antecedent factors affecting Sales Force Automation system (SFA) adoption. It will highlight the current research around the topic and link the SFA implementation and adoption within the sales management and change management context.

The first part of the study looks into SFA in context to Customer Relationship management (CRM), secondly the sales force change management and new market entry situations and thirdly linking it to research around the implementation and adoption of SFA systems. The second part will take a case organisation view which explores a Gt. Britain based large sales organisation with approx. 240 Account Managers operating in direct customer sales. The case organisation has implemented SAP Mobile SFA system in July 2005 and has faced challenges in adoption levels since ending up in enhanced levels of usage only by 2012.

Case organisation study will explore the impact of different management regime directions and alignment between top- and mid- management throughout a six years' time span. Key findings through case organisation study include the fact that there is little comprehensive research which would give a guideline for organisations to build a strategy around SFA implementation nor the leadership or change management -factor is highlighted high enough. Results from case organisation are linked to findings of the current research and a new framework of '7 antecedents of Sales Force Automation Adoption' is developed to address the key areas affecting the successful adoption of SFA system.