Sales Thchnology Applications: The Impact of Electronic Data Interchange on the Sales Function

Abstract

Electronic Data Interchange (EDI) provides information linkages between selling firms and buying firms and offers significant benefits for participating companies. In this article, the changing role of the salesperson in an EDI environment is explored. A case study, which examines the effects of EDI technology at Bergen Brunswig Drug Company, is presented. Managerial implications are discussed.