Marketing-sales interface and organizational competitiveness

• Authors: Avlonitis George J. , Lionakis Konstantinos

Title variants

PL

Interfejs marketingu i sprzedaży a konkurencyjność organizacyjna

• Languages of publication: EN PL

Abstracts

EN

This paper focuses on the effectiveness of marketing-sales interfaces in B2B firms. As the body of knowledge on this domain is scarce, there is a greater need to investigate the specific aspects of marketing-sales configurations in such firms. The objective of this paper is to expand existing knowledge regarding marketing-sales interfaces in B2B firms, in order to identify the effectiveness of each configuration. Based on quantitative data collected from marketing or sales managers of 98 B2B firms, the study identifies the most effective marketing-sales interface in terms of smooth relationships and enhanced performance. The implications of the study are discussed.

PL

Niniejsza praca poświęcona jest efektywności interfejsów marketing-sprzedaż w firmach B2B. W związku z tym, że zasób wiedzy w tym zakresie jest ograniczony, istnieje duża potrzeba zbadania konkretnych aspektów konfiguracji marketing-sprzedaż w takich firmach. Celem niniejszej pracy jest rozszerzenie istniejącej wiedzy dotyczącej interfejsów marketing-sprzedaż w firmach B2B, celu identyfikacji efektywności każdej konfiguracji. W oparciu o dane ilościowe zebrane od menedżerów marketingu lub sprzedaży z 98 firm B2B, to badanie rozpoznaje najbardziej efektywny interfejs marketing-sprzedaż, od względem sprawnej współpracy i udoskonalonej wydajności. W pracy omówione są także implikacje badania.

Keywords

EN

B2B; company performance; marketing-sales interface; personal selling; sales management; marketing; sales

PL

interfejs marketing-sprzedaż; marketing; sprzedaż; sprzedaż osobista; wydajność firmy; zarządzanie sprzedażą

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2015
• Issue: 1(15)
• Pages: 59-76

Dates

published

2015-03

Contributors

author

Avlonitis George J.

• Athens University of Economics and Business

author

Lionakis Konstantinos

• New York College Athens

References

• Avlonitis, J. George & Spyros Gounaris (1997). Marketing orientation and company performance, Industrial Marketing Management, Vol. 26, 385–402.
• Bagozzi, R.P. and Baumgartner, H. (1994). The Evaluation of Structural Equation Models and Hypothesis Testing. In: Principles of Marketing Research. Richard P. Bagozzi, ed. Cambridge, MA: Blackwell Business, 386–422.
• Bagozzi, R.P. and Youjae Yi (1988). On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science, Vol. 16 (1), 74–94.
• Brencic, M.M., Biemans W.G., and Malshe, A. (2009). Sales-Marketing interface, its configurations and effects: the case study of Dutch and Slovenian B2B firms, Akademia MM, (November) 77–81.
• Biemans W.G., Brencic, M.M., and Malshe, A. (2010). Marketing-sales interface configurations in B2B firms, Industrial Marketing Management, Vol. 39, 183–194.
• Bunn, M.D. (1993). Taxonomy of Buying Decision Approaches, Journal of Marketing, Vol. 57 (January), pp. 38–56.
• Cannon, J.P. and Perreault Jr., W.D. (1999). Buyer-Seller Relationships in Business Markets, Journal of Marketing Research, Vol. 36 (November), 439–60.
• Cespedes (1995), Concurrent Marketing: Integrating Product, Sales, and Service. Boston: Harvard Business School Press.
• Day, G. (1999), Aligning Organizational Structure to the Market, Business Strategy Review, 10 (3), 33–46.
• Deshpandé, R., Farley, J.U. and Webster Jr, F.E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis, Journal of Marketing, Vol. 57 (1), 23–37.
• Dewsnap, B. and Jobber, D. (2000), The sales-marketing interface in consumer packaged-goods companies: a conceptual framework, Journal of Personal Selling and Sales Management, Vol. 20 (2), 109–19.
• Dewsnap, B. and Jobber, D. (2002), A social psychological model of relations between marketing and sales, European Journal of Marketing, Vol. 36 (7/8), 874–94.
• Fornell, C. and Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, Vol. 18 (February), 39–50.
• Guenzi, P. and Troilo, G. (2007), The joint contribution of marketing and sales to the creation of superior customer value, Journal of Business Research, Vol. 60 (February), 98–107.
• Homburg C., and Jensen, O. (2007). The Thought Worlds of Marketing and Sales: Which Differences Make a Difference?, Journal of Marketing, Vol. 71 (July), 124–142
• Homburg, C., Jensen, O., and Krohmer, H. (2008). Configurations of Marketing and Sales: A Taxonomy, Journal of Marketing, Vol. 72, 133–154.
• Homburg, C., Workman Jr., J.P. and Jensen, O. (2002). A Configurational Perspective on Key Account Management, Journal of Marketing, Vol. 66 (April), 38–60.
• Homburg, C., Workman Jr., J.P. and Krohmer, H. (1999), Marketing's Influence Within the Firm, Journal of Marketing, 63 (April), 1–17.
• Hult, G., Thomas, M., Ketchen, Jr., D.J. and Slater, S.F. (2002). A Longitudinal Study of the Learning Climate and Cycle Time in Supply Chains, Journal of Business and Industrial Marketing, Vol. 17 (4), 302–323
• Hughes, D.E., Malshe, A. and LeBon, J. (2012). The Marketing-Sales Interface at the Interface: Creating Market-Based Capabilities through Organizational Synergy, Journal of Personal Selling and Sales Management, Vol 32, 57–72.
• Hulland, J., Nenkov, G. and Barclay, D. (2012). Perceived marketing-sales relationship effectiveness: a matter of justice, Journal of the Academy of Marketing Science, Vol. 40, 450–467
• Jaworski, B. & Kohli, J. (1993). Market orientation: antecedents and consequences, Journal of Marketing, Vol. 57 53–70.
• Kohli, A.K. (1989). Determinants of influence in organizational buying: a contingency approach, Journal of Marketing, Vol. 53 (July), 50–65.
• Kotler, P., Rackham, N. and Krishnaswamy, S. (2006). Ending the war between sales and marketing, Harvard Business Review, Vol. 84 (7), 68–78.
• Krohmer, H., Homburg, C. and Workman, J.P. (2002). Should marketing be cross-functional? Conceptual development and international empirical evidence, Journal of Business Research, Vol. 55, 451–65.
• Le Meunier-FitzHugh, K. & Lane, N. (2009). Collaboration between sales and marketing, market orientation and business performance in business-to business organisations, Journal of Strategic Marketing, Vol. 17 (3–4), 291–306.
• Le Meunier-FitzHugh, K. & Piercy, N.F. (2008). The Importance of Organizational Structure for Collaboration between Sales and Marketing?, Journal of General Management, Vol. 34 (1), 19–36.
• Le Meunier-FitzHugh, K and Piercy, N.F. (2011). Exploring the Relationship between Market Orientation and Sales and Marketing Collaboration, Journal of Personal Selling and Sales Management, Vol. 31, 287–96.
• Lionakis, K., Avlonitis, J.G. & Panagopoulos, N. (2013). Relative Power of Marketing and Sales Departments: An Empirical Examination of its Consequences for the Organization, Winter Marketing Educators Conference (AMA), Las Vegas.
• McIntyre, R.M. and Blashfield, R.K. (1980). A Nearest — Centroid Technique for Evaluating the Minimum-Variance Clustering Procedure, Multivariate Behavioral Research, Vol. 15 (2), 225–38.
• Montgomery, D.B. and Webster Jr., F.E. (1997), Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones, Journal of Market — Focused Management, 2 (1), 7–26.
• Podsakoff, P.M., MacKenzie, S.B., Jeong-Yeon, L.& Podsakoff, N.P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies, Journal of Applied Psychology, 88 (50) 879–903.
• Punj, G. and Stewart, D.W. (1983). Cluster Analysis in Marketing Research: Review and Suggestions for Application, Journal of Marketing Research, Vol. 20 (May), 134–48.
• Rouzies, D., Anderson, E., Kohli, A., Michaels, R., Weitz, B., and Zoltners, A. (2005). Sales and Marketing Integration: A Proposed Framework, Journal of Personal Selling and Sales Management, Vol. 25 (2), 113–22.
• Ruekert, R.W. and Walker Jr., O.C. (1987). Interactions Between Marketing and R&D Departments in Implementing Different Business Strategies, Strategic Management Journal, Vol. 8, 233–48.
• Shapiro, B. (2002). Creating the Customer-Centric Team: Coordinating Sales and Marketing, Harvard Business School Publishing, Boston, available at: http://hbswk.hbs.edu/ (last accessed November 2007).
• Smith, T.M., Srinath Gopalakrishna, and Rabikar Chatterjee (2006), A Three-Stage Model of Integrated Marketing Communications at the Marketing-Sales Interface, Journal of Marketing Research, 43 (November), 564–79.
• Strahle, W.M., Spiro, R.L. and Acito, F. (1996), Marketing and Sales: Strategic Alignment and Functional Implementation, Journal of Personal Selling & Sales Management, 16 (1), 1–20.
• Waller, R.A. and Duncan, D.B. (1969), A Bayes Rule for the Symmetric Multiple Comparisons Problem, Journal of the American Statistical Association, Vol. 64 (December), 1484–1503.
• Wiersema, F. (2013). The B2B Agenda: The current state of B2B marketing and a look ahead, Industrial Marketing Management, Vol. 42, 470–88.
• Workman, Ch.H., and Gruner, K. (1998), Marketing Organization: An Integrative Framework of Dimensions and Determinants, Journal of Marketing, 62 (July), 21–41.

Notes

EN

Available in Open Access.

PL

Publikacja w otwartym dostępie (Open Access).

Identifiers

DOI

10.14611/minib.15.01.2015.09

DOI

10.14611/minib.15.01.2015.10