Marketing Force Automation and Usage in Electronics Industry: An Analysis on Walton BD

International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue XI, November 2021 | ISSN 2454–6186

Marketing Force Automation and Usage in Electronics Industry: An Analysis on Walton BD

Sajia Islam¹, & Mohammad Nazmul Huq^2
1Master of Business Administration (MBA), Human Resource Management Stamford University Bangladesh
²Assistant Professor and Coordinator Department of Business Administration Stamford University Bangladesh

Abstract: Understanding how technology investments create business value is a research priority in today’s technology-intensive world. Building on this distinction, this quantitative analysis reveals that marketing technology impacts market person performance directly when used as a customer relationship tool. In contrast, it has a perfectly mediated impact when used for internal coordination purposes. To unleash its real potential, marketing technology should be designed to enable customer relationships rather than being perceived as a cost cutting tool. In addition, the motivational structure for using sales technology differs between two MFA-use dimensions. While the customer relationship dimension is driven by factors that trigger voluntary usage, the internal coordination dimension is predominantly explained by factors imposed from outside. Management should not impose technology usage. Rather, they should support self-initiating factors that stimulate technology usage for improving customer relationships. Combining upstream research focusing on the drivers of MFA-usage with downstream research shedding light on its performance impact, the study offers important implications for maximizing the pay-back from MFA-technology investments.

Keywords: Marketing Technology, MFA (Marketing Force Automation), Information Technologies (IT), Market People, CRM (Customer Relationship Management), B2C (Business to Customer), B2B (Business to Business)

I. INTRODUCTION

Market forces today face many challenges originating from both outside and inside of their organizations. As the biggest external factor, customers constantly raise their expectations. Through the Internet they inform themselves about product alternatives before making a purchase. They expect from Market people to be equally well informed about the best solution possibilities and the latest market trends. Recent advances in communication technologies give the capacity to communicate quickly and effectively, making customers demand quick response and accessibility from the market person side. Buying procedures are becoming complex and require Market people to deal with greater networks within client organizations. In today’s world, “Marketing is no longer about the stuff that you make, but about the stories you tell.”– [Seth Godin, author, entrepreneur, and teacher]. In addition to rising customer expectations, intense competition places great pressure on Market people by squeezing the profit margins. Globalization brings down the borders and makes market entry easier for competitors.

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