Efeitos da adoção de tecnologias de informação móveis em equipes de vendas: estudo em uma indústria farmacêutica.

Abstract

Current levels of competition have led businesses to the inevitable use of Mobile Information Technologies (MITs), a tool that allows greater mobility and interaction between internal sales team and external sales team, a fact leading to the success of any organization. This dissertation aims to analyze how the adoption of MITs affects the performance of the sales team in the organization that constantly seeks new technologies, further integration and interface with staff, to obtain an improved communication, better customer service and increased performance, but we have no much knowledge about its effects and positive results. The scientific literature that addresses the effects of MITs in the organizational context is an embryonic stage, mainly in Brazil, as a result, this dissertation seeks to bring a new contribution concerning the studies of Mobile Technologies in Brazil. To this end, a case study approach combined was performed where 147 respondents, participants of the sales force in a pharmaceutical organization, answered a questionnaire via a WEB site. To have a better questionnaire, with questions well adapted to the company was made one semi-structured interview with one of the managers of the sales force. To analyze the results two methods of data were used, the descriptive statistical analysis and confirmatory factor analysis of 2nd order. We seek to demonstrate the effects of the adoption of these technologies by the sales team in the studied organization. It can be concluded that the adoption of mobile devices affected positively in the company studied, in terms of the majority of the constructs analyzed Seller s productivity, information processing, seller s competence and Quality Customer relationship except for the construct effective communication . This result motivates to make another study in the same organization in order to better analyze this construct separately to provide further information to the academy and to the organization.