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

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

Description

Title: The determinants of the quality of Sales-Marketing Interface in a Multinational Customer Brand Focused Company: The Latin American Branches
Author/s:
  • Cometto, Teresa
  • Labadie, Gaston J.
  • Palacios Fernández, Miguel
Item Type: Presentation at Congress or Conference (Article)
Event Title: 15th Biennial World Marketing Congress
Event Dates: 20/07/2011 - 23/07/2011
Event Location: Reims, Francia
Title of Book: Proceedings of 15th Biennial World Marketing Congress
Date: 2011
Subjects:
Faculty: E.T.S.I. Industriales (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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Abstract

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

More information

Item ID: 13535
DC Identifier: http://oa.upm.es/13535/
OAI Identifier: oai:oa.upm.es:13535
Deposited by: Memoria Investigacion
Deposited on: 22 Nov 2012 10:56
Last Modified: 21 Apr 2016 12:51
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