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- W2570952370 abstract "Studies into the sales and marketing interface have neglected the relationship between market orientation and collaboration between sales and marketing. We found that market intelligence processes and management attitudes towards coordination have positive impacts on market orientation, which then has benefits for collaboration between sales and marketing, and business performance. The sales and marketing interface has attracted considerable attention from researchers, but the relationship between market orientation and the level of collaboration between sales and marketing has not yet been fully explored. This issue is important to help understand how to improve collaboration between sales and marketing. As organizations are competing in increasingly crowded markets with more demanding customers and who are struggling to differentiate their offer from their competitors, the effective operation of the customer-facing interface of sales and marketing is critical in helping to achieve success (e.g. Homburg and Jensen, 2007). The objectives of this study are to help understand the relationship between market orientation and collaboration between sales and marketing; to identify the role of senior management and market intelligence in creating market orientation, and to explore if these variables directly or indirectly impact on business performance. Further, the study aims to contribute to the debate on the sales and marketing interface by bridging gaps found in literature." @default.
- W2570952370 created "2017-01-13" @default.
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- W2570952370 date "2017-01-01" @default.
- W2570952370 modified "2023-09-25" @default.
- W2570952370 title "How Does Market Orientation Affect Sales and Marketing Collaboration and Business Performance?" @default.
- W2570952370 doi "https://doi.org/10.1007/978-3-319-50008-9_79" @default.
- W2570952370 hasPublicationYear "2017" @default.
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