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

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...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 42; no. 5; pp. 511 - 527
Main Authors Rouziès, Dominique, Hulland, John
Format Journal Article
LanguageEnglish
Published Boston Springer US 01.09.2014
Springer
Springer Nature B.V
Subjects
Access to information
Analysis
Business and Management
Cooperation
Infrastructure (Economics)
Marketing
Methods
Original Empirical Research
Personal selling
Sales management
Salespeople
Social capital
Social Sciences
Studies
Trust
Value added
United States
Sales organization
Social capital
Marketing organization
Marketing and sales interface
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Summary: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.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-014-0375-8