Does marketing and sales integration always pay off? evidence from a social capital perspective

Dominique Rouziès (rouzies@hec.fr), John Hulland (jhulland@katz.pitt.edu) and Donald W Barclay (dbarclay@ivey.uwo.ca)

No 933, HEC Research Papers Series from HEC Paris

Abstract: Building on social capital theory, the authors 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. Their findings suggest that social capital enhances, but can also limit, a firm’s performance depending on the characteristics of its customers. Their 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.

Keywords: Marketing organization; sales organization; interface; social capital theory. (search for similar items in EconPapers)
JEL-codes: L14 L25 M31 (search for similar items in EconPapers)
Pages: 41 pages
Date: 2010-10-15
New Economics Papers: this item is included in nep-ind, nep-mkt and nep-soc
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Persistent link: https://EconPapers.repec.org/RePEc:ebg:heccah:0933

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