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

Author

Listed:
  • 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," HEC Research Papers Series 933, HEC Paris.
    • Handle: RePEc:ebg:heccah:0933
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    References listed on IDEAS

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    More about this item

    Keywords

    Marketing organization; sales organization; interface; social capital theory.;
    All these keywords.

    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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