Beyond the Hype: E-nabling the Sales and Marketing Force
- Authors:
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Publication Date:
December 2002 -
Report Number:
R-1325-02-ES
While the over-hyped e-commerce bubble may finally have burst, substantial benefits have accrued to firms who e-nable themselves. This report describes the impact of e-nabling, defined as the implementation of digital and communication technologies for the purposes of improving performance and creating the real-time enterprise. Based on survey responses, executive in-depth interviews, case studies, and a review of the secondary literature, it specifically examines the impact of e-nabling on the sales and marketing functions.