Does marketing and sales integration always pay off? evidence from a social capital perspective
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.
|Date of creation:||15 Oct 2010|
|Date of revision:|
|Contact details of provider:|| Postal: |
Web page: http://www.hec.fr/
More information through EDIRC
References listed on IDEAS
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.
When requesting a correction, please mention this item's handle: RePEc:ebg:heccah:0933. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sandra Dupouy)
If references are entirely missing, you can add them using this form.