Relations between “Dispersion of Power between Sales and Marketing Units” with “Business Performance”

Document Type : مروری

Abstract

Mostafa Ghazi Zadeh*, Abdol Reza Beygi Nia**, Roghayeh Roshan Ghyasi***[1] Abstract     The main goal of this research is examination relations between “dispersion of decision-making power between sales and marketing units” with “business performance of company”. For this goal, we distributed our surveys among marketing and sales managers of 62 manufacturing firms in food materials, pharmetical and chemical industries that accepted in bourse exchanges market. The result showed that, “dispersion of decision-making power between sales and marketing units” does have positive and significant relationships with “Collaboration and Interaction between marketing and sale units”, “Customer-oriented culture”, “Generating value for customer” and “Business performance of company”. But, “dispersion of decision-making power between sales and marketing units”does have negative and significance relationships with “Operational role clarity of marketing and sales units”. Furthermore, “Generating value for customer” does have positive and significant relationships with “Business performance of company”. Keywords: Dispersion of Decision-making Power; Sales; Marketing; Customer-oriented Culture; Business Performance.* Assistant Professor, Shahed University (Corresponding Author).E-mail: ghazi.iran@yahoo.com**Assistant Professor, Shahed University.*** MSc, Shahed University.

References

  1. بختایی، امیر و گلچین‏فر، شادی. (1385). مدیریت فروش و فرآیند مدیریت فروش. ماهنامه تدبیر، شماره 176.
  2. عبدلی، کیوان و فریدون‏فر، صبرا. (1385). بررسی تجربی رابطه بین مدیریت ارتباط با مشتریان و ارزش‌های درک‏شده توسط آنان. کنفرانس بین‏المللی مدیریت بازاریابی.
  3. گوهریان، ابراهیم و عاصمی، منصور. (1378). مدیریت فروش درصادرات. تهران: انتشارات ترمه، چاپ اول.
  4. هاپسون، باریه؛ لوگاری، جک؛ مورگاتروید، استیو، ریپلی، ترزا؛ اسکالی، مایک؛ و سیمپسون، دن. (1384). مدیریت خدمت: فرهنگ مشتری مداری. ترجمه مهدی ایران نژادپاریزی، تهران: انتشارات مدیران.
  5. Beverland, M., Steel, M., & Dapiran G.P. (2006). Cultural Frames That Drive Sales And Marketing Apart: An Exploratory Study. Journal of Business & Industrial Marketing, 21, 386–94.
  6. Calantone, R., Garcia, R., & Dröge, C. (2003). The Effects of Environmental Turbulence on New Product Development Strategy Planning. Journal of Product Innovation Management, 20, 90-103.
  7. Cespedes, F.V. (1993). Coordinating Sales and Marketing in Consumer Goods Firms. Journal of Consumer Marketing, 10(2), 37-55.
  8. Cross, J., Hartley, S. W., Rudelius, W., & Vassey, M. J. (2001). Sale Force Activities and Marketing Strategies in Industrial Firms: Relationship and Implications. Journal of Personal Selling & Sales Management, 21(3), 199-206.
  9. Deshpandi, R., & Webster, F. (1993). Corporate Culture, Customer Orientation and Innovation in Japanese Firms: A Quadrat Analysis. Journal of Marketing, 57, 23-37.
  10. Dewsnap, B., & Jobber, D. (2002). A Social Psychological Model of Relations between Marketing and Sales. European Journal of Marketing, 36(7/8), 874-894
  11. Gebhardt, G. F., Carpenter, G. S., & Sherry, J. F. (2006). Creating a Market Orientation: A Longitudinal, Multi-Firm, Grounded Analysis of Cultural Transformation. Journal of Marketing, 70, 37-55.
  12. Guenzi, P., Troilo, G., & Luigi, M. (2009). Dispersion of Influence between Marketing and Sales: Its Effects on Superior Customer Value and Market Performance. Industrial Marketing Management, 38, 872-882.
  13. Guenzi, P., & Troilo, G. (2006). Developing Marketing Capabilities for Customer Value Creation through Marketing–Sales Integration. Industrial Marketing Management, 35, 974-988.
  14. Homburg, C., Workman, J. P., & Jensen, O. (2000). Fundamental Changes in Marketing Organization: The Movement Toward a Customer-Focused Organizational Structure. Journal of the Academy of Marketing Science, 28(4), 459-478.
  15. Kahn, K. B. (1996). Interdepartmental Integration: A Definition with Implications for Product Development Performance. Journal of Product Innovation Management, 13(2), 137-151.
  16. Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2006). Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance. Journal of Marketing, 69, 24-41.
  17. Kotler, F., Rackham, N., & Krishnaswamy, S. (2006). Ending the War between Sales and Marketing. Harvard business review, pp.1-14.
  18. Krohmer, H., Homburg, Ch., & Workman, J. (2002). Should Marketing Be Cross-Functional? Conceptual Development and International Empirical Evidence. Journal of Business Research, 55, 451-465.
  19. Matthyssens, P., & Johnston, W. J. (2006). Marketing and Sales: Optimization of a Neglected Relationship. Journal of Business and Industrial Marketing, 21(6), 238-245.
  20. Menon, A., Jaworski, B. J., & Kohli, A. (1997). Product Quality: Impact of Interdepartmental Interactions. Journal of the Academy of Marketing Science, 25(3), 178-200.
  21. Miller, K. I., & Monge, P. R. (1986). Participation, Satisfaction, and Productivity: A Metaanalytic Review. Academy of Management Journal, 29(4), 727-753.
  22. Olson, E., Slater, S. F., & Hult, G. T. (2005). The Performance Implications of Fit among Business Strategy, Marketing Organization Structure, and Strategic Behavior. Journal of Marketing, 69(3), 49-65.
  23. Olson, E. M., Walker, O. C., & Ruekert, R. W. (1995). Organizing for Effective New Product Development: The Moderating Role of Product Innovativeness. Journal of Marketing, 59, 48-62.
  24. Pearce, J. L. (1981). Bringing Some Clarity to Role Ambiguity Research. Academy of Management Review, 6(4), 665-674.
  25. Rouzies, D., Anderson, E., Kohli, A., Michaels, R. A., Weitz, R., & Zoltners, A. (2005). Sale and Marketing Integration: A Proposed Framework. Journal of Personal Selling & Sales Management, XXV(2), 113-122.
  26. Ruset, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68, 109-127.
  27. Ruekert, R. W., Walker, O. C., & Roering, K. J. (1985). The Organization of Marketing Activities: A Contingency Theory of Structure and Performance. Journal of Marketing, 49, 13-29.
  28. Shapiro, B. P. (1988). What the Hell Is Market Oriented? Harvard Business Review, PP.119-125.
  29. Slater, S. F., & Narver, J. C. (1995). Market Orientation and the Learning Organization. Journal of Marketing, 59, 63-74.
  30. Smith, T. M., Gopalakrishna, S., & Chatterjee, R. (2006). A Three-Stage Model of Integrated Marketing Communications at the Marketing–Sales Interface. Journal of Marketing Research, 43(4), 564-579.
  31. Zoltners, A. (2004). Sale and Marketing Interface. Paper presented at the Sale Force Summit, University of Houston.

Files

History

  • Receive Date: 04 October 2015
  • Revise Date: 19 November 2024
  • Accept Date: 31 December 2020

Share

How to cite

Statistics