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Journal of the Academy of Marketing Science

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01.09.2014 | Original Empirical Research

Does marketing and sales integration always pay off? Evidence from a social capital perspective

verfasst von: Dominique Rouziès, John Hulland

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 5/2014

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Abstract

Building on social capital theory, we view the marketing and sales interface as a set of inter-group ties and investigate how cross-functional relationships may facilitate the development of social capital associated with value creation. Our findings suggest that social capital embedded in marketing and sales relationships can inhibit a firm’s performance depending on the characteristics of its customers. Our results also demonstrate that managing the marketing and sales interface at different levels of customer concentration is critical to the success of a firm’s performance.

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Titel: Does marketing and sales integration always pay off? Evidence from a social capital perspective
verfasst von: Dominique Rouziès
John Hulland
Publikationsdatum: 01.09.2014
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 5/2014
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-014-0375-8

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