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

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Author Info

  • Rouziès, Dominique

    ()

  • Hulland, John

    ()

  • Barclay, Donald W

    ()

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    Abstract

    Building on social capital theory, the authors view the marketing and sales interface as a set of inter-group ties and investigate how firms (1) generate value from inter-group relationships and (2) develop the social capital embedded in these relationships. Their findings suggest that social capital enhances, but can also limit, a firm’s performance depending on the characteristics of its customers. Their 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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    File URL: http://www.hec.fr/var/fre/storage/original/application/c4eab66febf82881f9dd43337425037c.pdf
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    Bibliographic Info

    Paper provided by HEC Paris in its series Les Cahiers de Recherche with number 933.

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    Length: 41 pages
    Date of creation: 15 Oct 2010
    Date of revision:
    Handle: RePEc:ebg:heccah:0933

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    Postal: HEC Paris, 78351 Jouy-en-Josas cedex, France
    Web page: http://www.hec.fr/
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    Related research

    Keywords: Marketing organization; sales organization; interface; social capital theory.;

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    1. Xavier, CASTANER & Mikko, KETOKIVI, 2003. "Planning as an integrative device," Les Cahiers de Recherche 775, HEC Paris.
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