On conceptualizing, measuring, and managing augmented technology use in business-to-business sales contexts

Business-to-business (B2B) salespeople use a portfolio of technology tools to augment their performance of tasks. Using data from two sales forces for large multi-national consumer goods firms, this study demonstrates that applying different measures of technology use. yields different estimates on returns, even for bivariate correlations among measures and constructs. Thus, given differences at a bivariate level, for the typically more complex...