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Does Marketing and Sales Integration Always Pay Off? Evidence from a Social Capital Perspective

Author

Listed:
  • Dominique Rouzies

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • John Hulland

    (Katz Business School - PITT - University of Pittsburgh - Pennsylvania Commonwealth System of Higher Education (PCSHE))

  • Donald W. Barclay

    (Richard Ivey School of business - UWO - University of Western Ontario)

Abstract

Building on social capital theory, we 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. Our findings suggest that social capital enhances -- but can also limit -- a firm's performance depending on the characteristics of its customers. Our 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

  • Dominique Rouzies & John Hulland & Donald W. Barclay, 2010. "Does Marketing and Sales Integration Always Pay Off? Evidence from a Social Capital Perspective," Working Papers hal-00540797, HAL.
    • Handle: RePEc:hal:wpaper:hal-00540797
    as

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