Does marketing and sales integration always pay off? evidence from a social capital perspective
AbstractBuilding 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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Bibliographic InfoPaper provided by HEC Paris in its series Les Cahiers de Recherche with number 933.
Length: 41 pages
Date of creation: 15 Oct 2010
Date of revision:
Marketing organization; sales organization; interface; social capital theory.;
Find related papers by JEL classification:
- L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
- L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-10-23 (All new papers)
- NEP-IND-2010-10-23 (Industrial Organization)
- NEP-MKT-2010-10-23 (Marketing)
- NEP-SOC-2010-10-23 (Social Norms & Social Capital)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Xavier, CASTANER & Mikko, KETOKIVI, 2003. "Planning as an integrative device," Les Cahiers de Recherche 775, HEC Paris.
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