Le Meunier-FitzHugh, Kenneth and Lane, Nikala (2009) Collaboration between sales and marketing, market orientation and business performance in business-to-business organisations. In: American Marketing Association Winter Educators' Conference 2008, Austin TX, 15-18 Feb 2008. Published in: Journal of Strategic Marketing, Vol.17 (No.3-4). pp. 291-306. ISSN 0965-254X. doi:10.1080/09652540903064860

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Abstract

The study considers whether improving collaboration between sales and marketing may provide benefits to organisations through greater market orientation and improved business performance. The influence of market intelligence systems and management attitudes towards coordination on market orientation and collaboration between sales and marketing are also explored. The study was carried out through a survey of senior executives in large, UK, business-to-business organisations from a number of industries and the results indicate that there is an interrelationship between market intelligence systems, management attitude towards coordination, and collaboration between sales and marketing. The results also confirm that collaboration between sales and marketing has a positive and significant impact on both market orientation and business performance.

Item Type:	Conference Item (Paper)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Strategic Marketing
Publisher:	Routledge
ISSN:	0965-254X
Official Date:	2009
Dates:	Date Event 2009 Published
Volume:	Vol.17
Number:	No.3-4
Number of Pages:	16
Page Range:	pp. 291-306
DOI:	10.1080/09652540903064860
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Version or Related Resource:	Lane, Nikala and Le Meunier-FitzHugh, Ken (2010) Collaboration between sales and marketing, market orientation and business performance in business-to-business organisations. In: Strategic Sales and Strategic Marketing. Routledge, London, UK. ISBN 978-0-415-61451-1
Conference Paper Type:	Paper
Title of Event:	American Marketing Association Winter Educators' Conference 2008
Type of Event:	Conference
Location of Event:	Austin TX
Date(s) of Event:	15-18 Feb 2008
Related URLs:	Related item in WRAP

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