The Impact of Sales Force Investment on Enterprise Digital Transformation—From a Resource Perspective
Although digital transformation is usually associated with technology,it is fundamentally a marketing concept.How-ever,the role of marketing departments in enterprise digital transformation has been rarely studied.Based on the data of Chi-nese Shanghai and Shenzhen A-share listed firms from 2011 to 2020,this study examines the mechanisms underlying the im-pact of sales force investment on enterprise digital transformation.The empirical study indicates that:firstly,there is an invert-ed U-shaped relationship between sales force investment and digital transformation;secondly,the process analysis of digital transformation indicates that the inverted U-shaped relationship between sales force investment and digital transformation will be weakened when the government digital attention is low,marketing absorptive capacity is high,financial flexibility is high;thirdly,the impact mechanism reveals that the relationship between sales force investment and digital transformation is partial mediated by corporate competition orientation and risk-taking level.This paper provides new insights for understanding the im-portant role of marketing department in promoting the development of digital economy in the digital era.
sales force investmentdigital transformationgovernment digital attentionmarketing absorptive capacityfinan-cial flexibility
NETL
NSTL
万方数据
