Analyzing the Complementary Effects of Sensing and Linking Technologies on B2B Sales Task Environment Alignment and Firm Profitability
Keywords:
Digital Sales Technologies, Sensing Capability, Linking Capability, Supply and Demand Complexity, Firm Profitability, B2B FirmsAbstract
This study aimed to investigate the impact of digital sales technologies with customer sensing and customer linking capabilities on firm profitability in B2B markets while examining the moderating role of supply and demand complexity. This study employed a descriptive-correlational quantitative design using Partial Least Squares Structural Equation Modeling (PLS-SEM). The statistical population consisted of CEOs and sales managers of B2B firms located in Shamsabad Industrial Town that utilized digital sales technologies. Based on the Krejcie and Morgan table, a sample of 275 participants was selected through purposive sampling. Data were collected using standardized questionnaires measuring digital sales technologies, supply complexity, demand complexity, and firm profitability. Reliability was assessed through Cronbach’s alpha and composite reliability, while convergent and discriminant validity were evaluated using AVE and the Fornell–Larcker criterion. Data analysis was conducted using SmartPLS3 software. The findings revealed that customer sensing digital sales technologies had a positive and significant effect on firm profitability (β=0.262, t=8.960, p<0.001). Moreover, customer linking digital sales technologies demonstrated a stronger positive effect on profitability (β=0.293, t=11.287, p<0.001). In addition, both supply complexity and demand complexity significantly strengthened the relationship between digital sales technologies and firm profitability. The coefficient of determination for firm profitability was 0.806, and the overall goodness-of-fit index (GOF=0.751) indicated strong explanatory and predictive power of the proposed model. The results suggest that sensing and linking digital sales technologies enhance firm profitability and sustainable competitive advantage by improving customer understanding, strengthening sales interactions, and increasing alignment with complex market environments. Furthermore, firms capable of simultaneously managing supply and demand complexity can leverage digital sales technologies more effectively and achieve superior financial performance in B2B markets.
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Copyright (c) 2025 Behzad Ghahremani ; Alireza Pirali (Author)
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