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

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  • Rouziès, Dominique

    ()

  • Hulland, John

    ()

  • Barclay, Donald W

    ()

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.

Suggested Citation

  • Rouziès, Dominique & Hulland, John & Barclay, Donald W, 2010. "Does marketing and sales integration always pay off? evidence from a social capital perspective," Les Cahiers de Recherche 933, HEC Paris.
  • Handle: RePEc:ebg:heccah:0933
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    File URL: http://www.hec.fr/var/fre/storage/original/application/c4eab66febf82881f9dd43337425037c.pdf
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    References listed on IDEAS

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

    Keywords

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

    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; Personnel Economics - - Marketing and Advertising - - - Marketing

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