Piercy, Nigel and Le Meunier-FitzHugh, Kenneth. (2011) Exploring the relationship between market orientation and sales and marketing collaboration. Journal of Personal Selling and Sales Management, Vol.31 (No.3). pp. 287-296. ISSN 0885-3134

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Abstract

The relationship between sales and marketing has generated considerable academic interest in recent years, with studies focusing on how the interface can be improved. However, prior research has neglected an important aspect of this interface: the relationship between market orientation and collaboration between sales and marketing. This study considers this relationship and was carried out through a survey of managing directors/chief executives. The results indicate that collaboration between sales and marketing has a positive relationship with market orientation and that collaboration between sales and marketing as well as market orientation have a combined positive effect on business performance.

Item Type:	Journal Article
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH):	Marketing research, Sales management
Journal or Publication Title:	Journal of Personal Selling and Sales Management
Publisher:	M.E. Sharpe, Inc.
ISSN:	0885-3134
Date:	2011
Volume:	Vol.31
Number:	No.3
Number of Pages:	10
Page Range:	pp. 287-296
Identification Number:	10.2753/PSS0885-3134310306
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/39040

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