Technology advancement propels work productivity: Empirical efficiency potential determination in marketing and sales

Abstract

The adoption of digital technologies in the modern business world stays fast-moving, and managers underutilize the huge potentials entailed by digitalization. Literature concerning labor market developments proposes an assessment on work-task level, to evaluate job automation susceptibility. The paper is based on this approach and further extends and details the existing models for the determination of efficiency potentials in the field of marketing and sales. Using a qualitative research design, a new descriptive model for tasks is first developed. Based on this, a second model for calculating efficiency potentials is derived in the next steps integrating data from ONET database.