Authors
Christian Homburg, Ove Jensen, Harley Krohmer
Publication date
2008/3
Journal
Journal of marketing
Volume
72
Issue
2
Pages
133-154
Publisher
SAGE Publications
Description
Little is known about the interface between separate marketing units and sales units. This article develops a multidimensional model of the marketing and sales interface. The model integrates a broad range of conceptual domains, including information sharing, structural linkages, power, orientations, and knowledge of marketing and sales. The authors empirically explore the conceptual model through a cross-industry study of 337 European Union–based companies. They identify five empirical archetypes of the marketing and sales interface. The taxonomy shows that the role and characteristics of marketing and sales vary a great deal. This finding challenges existing stereotypes about marketing and sales. Finally, the article explores organizational outcomes of the five configurations. The findings suggest that the most successful configurations are characterized by strong structural linkages between marketing and …
Total citations
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Scholar articles
C Homburg, O Jensen, H Krohmer - Journal of marketing, 2008