The determinants of the quality of Sales-Marketing Interface in a Multinational Customer Brand Focused Company: The Latin American Branches

Cometto, Teresa; Labadie, Gaston J. y Palacios Fernández, Miguel (2011). The determinants of the quality of Sales-Marketing Interface in a Multinational Customer Brand Focused Company: The Latin American Branches. En: "15th Biennial World Marketing Congress", 20/07/2011 - 23/07/2011, Reims, Francia. pp. 924-933.

Descripción

Título: The determinants of the quality of Sales-Marketing Interface in a Multinational Customer Brand Focused Company: The Latin American Branches
Autor/es:
  • Cometto, Teresa
  • Labadie, Gaston J.
  • Palacios Fernández, Miguel
Tipo de Documento: Ponencia en Congreso o Jornada (Artículo)
Título del Evento: 15th Biennial World Marketing Congress
Fechas del Evento: 20/07/2011 - 23/07/2011
Lugar del Evento: Reims, Francia
Título del Libro: Proceedings of 15th Biennial World Marketing Congress
Fecha: 2011
Materias:
Escuela: E.T.S.I. Industriales (UPM)
Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
Licencias Creative Commons: Reconocimiento - Sin obra derivada - No comercial

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Resumen

Customer evolution and changes in consumers, determine the fact that the quality of the interface between marketing and sales may represent a true competitive advantage for the firm. Building on multidimensional theoretical and empirical models developed in Europe and on social network analysis, the organizational interface between the marketing and sales departments of a multinational high-growth company with operations in Argentina, Uruguay and Paraguay is studied. Both, attitudinal and social network measures of information exchange are used to make operational the nature and quality of the interface and its impact on performance. Results show the existence of a positive relationship of formalization, joint planning, teamwork, trust and information transfer on interface quality, as well as a positive relationship between interface quality and business performance. We conclude that efficient design and organizational management of the exchange network are essential for the successful performance of consumer goods companies that seek to develop distinctive capabilities to adapt to markets that experience vertiginous changes

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ID de Registro: 13535
Identificador DC: http://oa.upm.es/13535/
Identificador OAI: oai:oa.upm.es:13535
Depositado por: Memoria Investigacion
Depositado el: 22 Nov 2012 10:56
Ultima Modificación: 21 Abr 2016 12:51
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