Technology and Business-to-Consumer Selling: Contemplating Research and Practice

Selling to consumers is becoming increasingly complex and difficult due to changes in the channel structure of the marketplace. These changes are being driven in part by a technological revolution incorporating interactive digital media. This introduction to the special issue presents a brief overview of technology-focused research in business-to consumer selling. The goal of the introduction is to suggest and illustrate a research agenda that depicts the role and implications of technology in business-to-consumer selling.