Firms often utilize salesperson intelligence in marketing strategies to improve sales performance. However, this approach is problematic if the information is based on inaccurate perceptions. In light of this, the authors introduce a theoretical model to study the antecedents and profit impact...

Technology is often defined as a valuable firm resource particularly relative to marketing functions in the organization ( Barua, Kriebel, & Mukhopadhyay, 1995 ; Bharadwaj, 2000 ; Christensen, Johnson, & Rigby, 2002 ). When resources are customized to match a marketing strategy, they become firm...