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Abstract

The SigmaTel case deals with sales and distribution, channel management, and technology adoption issues. SigmaTel, part of a large and diversified corporate conglomerate, is the largest telecom operator in India. It entered a highly competitive market and quickly rose to the top spot on the back of cheap data and call rates and a strong 4G network. The case is set in 2021 when the company implements Distributor Management System (DMS)—a technology solution to streamline distributor operations. The primary decision point that the case protagonist, Sanjay Prakash, Head of Sales at SigmaTel, Delhi, faces is how to proceed in light of unexpected challenges that the initiative is facing. Should he recommend that SigmaTel proceed with the rollout? If yes, then how does he overcome distributor resistance and conflict? Failure to adopt DMS can impact the strategic business goals of SigmaTel.

Keywords

Adoption diffusion and implementation decision support systems digital platforms and ecosystems teaching cases user acceptance distribution technology adoption marketing channels technology in marketing channels

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SigmaTel: Adoption of distributor management system

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