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

Ned C. HillNed C. Hill received his Ph.D. in finance from Cornell University and is currently Joel C. Peterson Professor of Business Administration at the Marriott School of Management, Brigham Young University. He is also editor of EDI FORUM: The Journal of Electronic Data Interchange and has authored four books on short-term financial management and over seventy other publications.

Michael J. SwensonMichael J. Swenson received his Ph.D. in marketing from the University of Oregon. He is an Assistant Professor of Marketing at the Marriott School of Management, Brigham Young University. He has published articles in Review of Marketing, Journal of Personal Selling and Sales Management, Journal of Global Marketing, Journal of Marketing Education, Journal of Business Forecasting, and International Review of Retail, Distribution, and Consumer Research.

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.

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