Does collaboration between sales and marketing affect business performance?

Le Meunier-FitzHugh, Ken and Piercy, Nigel F. (2007) Does collaboration between sales and marketing affect business performance? Journal of Personal Selling and Sales Management, 27 (3). pp. 207-220. ISSN 0885-3134

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Abstract

Prior research proposes that greater collaboration between sales and marketing has benefits to the organization through improved business performance. This study examines the importance of this proposition and finds that there is a direct and positive relationship between these two constructs. In addition, this study identifies five antecedents to improving collaboration between sales and marketing and outlines the management implications of the study. The findings indicate that a positive senior management attitude toward collaboration between sales and marketing, the reduction of interdepartmental conflict, the improvement of communications, the establishment of organizational learning, and effective market intelligence systems are important antecedents to effective collaboration between sales and marketing.

Item Type:	Article
Additional Information:	Awarded Marvin Jolson Best Paper in 2008
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:	Amanda Holland
Date Deposited:	10 Feb 2011 13:17
Last Modified:	11 Mar 2024 00:57
URI:	https://ueaeprints.uea.ac.uk/id/eprint/21246
DOI:	10.2753/PSS0885-3134270301

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