An Assessment of the Use of Technology in the Direct Selling Industry

AbstractAlthough research exists on the use of technology in sales, very little addresses the adoption, use, and success of technology in the direct selling industry. In response to this dearth of knowledge, we conducted an exploratory study to examine how direct sellers use technology to link the firm to its customers and its sales force, as well as how technology is used to facilitate interactions between the sales force and customers. In an industry that has historically differentiated itself by face to-face, personal relationships, we explore the possibly new direct selling environment brought on by the technology revolution. Through in-depth, open-ended interviews, we provide the groundwork for understanding how direct selling firms use technology to develop a competitive advantage while still maintaining strong personal relationships with consumers. Additional informationNotes on contributorsLinda FerrellLinda Ferrell (Ph.D., University of Memphis), Associate Professor of Marketing and Albert and Mary Jane Black Professorship in Economic Development, Anderson School of Management, The University of New Mexico, lferrell@mgt.unm.edu.Tracy L. Gonzalez-PadronTracy L. Gonzalez-Padron (Ph.D., Michigan State University), Assistant Professor of Marketing, College of Business, University of Colorado at Colorado Springs, tgonzale@uccs.edu.O.C. FerrellO.C. Ferrell (Ph.D., Louisiana State University), Professor of Marketing and Creative Enterprise Scholar, Anderson School of Management, The University of New Mexico, ocferrell@mgt.unm.edu.