Exploring the relationship between market orientation and sales and marketing collaboration

Le Meunier-FitzHugh, Kenneth and Piercy, Nigel F. (2011) Exploring the relationship between market orientation and sales and marketing collaboration. Journal of Personal Selling and Sales Management, 31 (3). pp. 287-296. ISSN 1557-7813

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Abstract

The relationship between sales and marketing has generated considerable academic interest in recent years, with studies focusing on how the interface can be improved. However, prior research has neglected an important aspect of this interface: the relationship between market orientation and collaboration between sales and marketing. This study considers this relationship and was carried out through a survey of managing directors/chief executives. The results indicate that collaboration between sales and marketing has a positive relationship with market orientation and that collaboration between sales and marketing as well as market orientation have a combined positive effect on business performance.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
Depositing User:	Vishal Gautam
Date Deposited:	13 Jan 2011 10:40
Last Modified:	10 Mar 2024 00:46
URI:	https://ueaeprints.uea.ac.uk/id/eprint/19234
DOI:	10.2753/PSS0885-3134310306

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