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Collaboration between sales and marketing, market orientation and business performance in business-to-business organisations
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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.
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Official URL: http://dx.doi.org/10.1080/09652540903064860
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 |
| Date: | 2009 |
| Volume: | Vol.17 |
| Number: | No.3-4 |
| Number of Pages: | 16 |
| Page Range: | pp. 291-306 |
| Identification Number: | 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: | |
| URI: | http://wrap.warwick.ac.uk/id/eprint/43867 |
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