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Published Online:pp 411-427https://doi.org/10.1504/IJMC.2005.007025

This study examines the impacts of mobile sales force automation on three organisations operating in food-related industries. The findings demonstrate that wireless technologies can enhance the benefits of traditional sales force automation, but that fundamental transformation of processes and value proposition is not yet apparent. The paper concludes with recommendations for future practice and research.

Keywords

sales force automation, wireless communications, mobile communications, strategic impact, food industry, mobile sales force, New Zealand