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Improving marketing success: The role of tacit knowledge exchange between sales and marketing

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  • Arnett, Dennis B.
  • Wittmann, C. Michael

Abstract

Successful organizations adapt their marketing strategies to marketplace changes. Boundary spanners, such as salespeople, because they are able to embed themselves in social networks outside the organization, play a key role in developing marketplace knowledge. However, if this knowledge remains solely with the boundary spanners, it cannot be used effectively to improve firm performance. This study investigates tacit knowledge exchange between sales and marketing and its ability to enhance marketing success (i.e., marketing program innovativeness, relative efficiency, and relative effectiveness). In addition, by examining five antecedents hypothesized to influence tacit knowledge exchange, it provides guidance to sales and marketing managers, who desire to improve tacit knowledge exchange, and, in turn, marketing success.

Suggested Citation

  • Arnett, Dennis B. & Wittmann, C. Michael, 2014. "Improving marketing success: The role of tacit knowledge exchange between sales and marketing," Journal of Business Research, Elsevier, vol. 67(3), pages 324-331.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:3:p:324-331
    DOI: 10.1016/j.jbusres.2013.01.018
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    4. Maryse J. Brand & Evelien P. M. Croonen & Roger T. A. J. Leenders, 2018. "Entrepreneurial networking: a blessing or a curse? Differential effects for low, medium and high performing franchisees," Small Business Economics, Springer, vol. 50(4), pages 783-805, April.
    5. Sheng, Margaret L., 2019. "Foreign tacit knowledge and a capabilities perspective on MNEs’ product innovativeness: Examining source-recipient knowledge absorption platforms," International Journal of Information Management, Elsevier, vol. 44(C), pages 154-163.
    6. Lussier, Bruno & Philp, Matthew & Hartmann, Nathaniel N. & Wieland, Heiko, 2021. "Social anxiety and salesperson performance: The roles of mindful acceptance and perceived sales manager support," Journal of Business Research, Elsevier, vol. 124(C), pages 112-125.
    7. Divya Keerthika, 2018. "A Multiple Measure of Organizational Performances and its Effect on Distinctive Marketing Competencies: An Empirical Study of India and the Maldives," GATR Journals jmmr190, Global Academy of Training and Research (GATR) Enterprise.
    8. Rong Li & Yi-Fei Du & Hong-Juan Tang & Francis Boadu & Min Xue, 2019. "MNEs’ Subsidiary HRM Practices and Firm Innovative Performance: A Tacit Knowledge Approach," Sustainability, MDPI, vol. 11(5), pages 1-18, March.
    9. Mohsen, Kholoud & Eng, Teck-Yong, 2016. "The antecedents of cross-functional coordination and their implications for marketing adaptiveness," Journal of Business Research, Elsevier, vol. 69(12), pages 5946-5955.
    10. Ferdinand Augusty Tae & Wahyuningsih Wahyuningsih, 2018. "Salespeople’s innovativeness: a driver of sales performance," Management & Marketing, Sciendo, vol. 13(2), pages 966-984, June.
    11. Peter R. J. Trim & Yang-Im Lee & An Vu, 2023. "Insights into How Vietnamese Retailers Utilize Social Media to Facilitate Knowledge Creation through the Process of Value Co-Creation," Future Internet, MDPI, vol. 15(4), pages 1-18, March.
    12. Johnson, Jeff S. & Friend, Scott B. & Rutherford, Brian N. & Hamwi, G. Alexander, 2016. "Absolute versus relative sales failure," Journal of Business Research, Elsevier, vol. 69(2), pages 596-603.
    13. Bo Zhang & Zhanwen Niu & Chaochao Liu, 2020. "Lean Tools, Knowledge Management, and Lean Sustainability: The Moderating Effects of Study Conventions," Sustainability, MDPI, vol. 12(3), pages 1-20, January.
    14. Chien-Hsing Wu & Chuan-Chun Wu, 2019. "Determinants of Social Community Value Creation: An Exploratory Empirical Study," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 18(04), pages 1-26, December.
    15. Keszey, Tamara & Biemans, Wim, 2016. "Sales–marketing encroachment effects on innovation," Journal of Business Research, Elsevier, vol. 69(9), pages 3698-3706.
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    17. Wang, Xinchun & Dass, Mayukh, 2017. "Building innovation capability: The role of top management innovativeness and relative-exploration orientation," Journal of Business Research, Elsevier, vol. 76(C), pages 127-135.

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