Exploring the relationship between market orientation and sales and marketing collaboration

Kenneth Le Meunier-FitzHugh, Nigel F. Piercy

Research output: Contribution to journalArticlepeer-review

39 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)287-296
Number of pages10
JournalJournal of Personal Selling and Sales Management
Volume31
Issue number3
DOIs
Publication statusPublished - 1 Jul 2011

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