Robert W. Stone

Computer technology and the marketing organization: An empirical investigation

Abstract The utilization of computers in competitive organizations has long been believed to provide significant benefits. However, the sources and impacts of these advantages remain generally unsubstantiated. In order to examine these sources and impacts, this study investigates the utilization of computers by managers in marketing. The studys specific focus is how computer systems improve and integrate marketing operations, effective decisions, and marketing strategies through improving organization communications and the productivity of work. Responses by 176 marketing managers and executives to a national mail survey provide the data for the empirical study. The results indicate that the responding managers perceptually have two different sets of managerial responsibilities-operational and strategic. Additionally, these results imply that computer use is a force for integration of these different managerial responsibilities thereby providing a common thread between operations and strategies.

A structural equation model of job performance using a computer-based order entry system

Abstract The research uses a structural equation model with latent variables to examine the role of computer self-efficacy and outcome expectancy in impacting job performance. Constructs measuring management support, ease of system use, and the previous computer experience of the user are used as antecedents to computer self-efficacy and outcome expectancy. The empirical results are generated using 524 responses to a questionnaire administered in a large hospital in the southeastern United States regarding its computer-based order entry system. These results provide empirical support for the theoretical role of computer self-efficacy and outcome expectancy positively impacting job performance. Further, the antecedents were found to have the expected positive impacts on computer self-efficacy and outcome expectancy.

How sales quotas are developed

Abstract A survey was conducted of 119 industrial sales managers concerning their attitude about sales quota development and implementation. The results support the perspective that strategic limitations about quotas direct attitudes. Additionally, it was found that respondents generally had a “long-term” perspective on sales quotas.

Information support for sales managers

Abstract Industrial sales managers must accomplish a variety of tasks within a highly competitive environment. One crucial responsibility is to develop and maintain a marketplace advantage. An important new source for such an advantage, and the focus of this study, is the information provided by the organization to the industrial sales manager. Empirical evidence from 108 firms indicated a tendency to provide sales managers more internal than external information. Despite future opportunities for firms to improve their account analysis process, it was also found that firms furnish very limited managerial training in methods that are designed to assist in the gathering of information. These findings suggest that marketing staff managers may need to examine and enhance their informational offerings and support to sales managers.

The Impact of Changes in Advertising Agencies on Corporate Common Stock Prices

Abstract This research suggests that event study, a technique well established in financial and accounting research, can be used to analyze the effect of public announcements of advertising agency changes on the common stock prices of firms making such announcements. The research finds a positive impact on common stock prices for a period of approximately one month around the public announcement of an agency change.

Selling and Sales Management in Action: Attitudes and Applications of Quotas by Sales Executives and Sales Managers

A survey of 186 sales managers and executives revealed that in setting sales quotas, factors such as the sales territory and the support provided by the manager were considered more important than the past performance of the sales representative. As would be expected, in an inspection of general opinions about sales quotas, the managers demonstrated a preference for linking the sales quota to the compensation of the salesperson.

Expert systems: a futuristic tool facing marketing limitations

The development of expert systems applied in marketing has provided marketers with an important new strategic tool. However, an inspection of implemented systems indicates that only a limited number of such systems are currently in use. The limited use may in part be the result of the organizational structure and the traits of workers in the marketing environment.