ΑΡΘΡΑ
Antecedents and Consequences of the Conflict Between the Marketing and Sales Departments
Νικόλαος Παναγόπουλος
Assistant Professor, University of Alabama
This paper focuses on the relationship between the Marketing and Sales departments. A model which investigates the antecedents of the Marketing-Sales conflict in terms of market orientation and com-pany‘s strategy, as well as the consequences of this conflict in company performance was developed and tested. Based on data collected from both Marketing and Sales managers in 132 companies, the study indicates that market orientation and the consistency in the perceptions of Marketing-Sales managers vis-à-vis the company‘s strategy are reducing the conflict between Marketing and Sales, which is hurting company performance. The theoretical and managerial implications of the study are discussed.
 

Journal of Selling and Major Account Management, 10 (1), Winter 2010, 21-32.

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