Marketing and Sales organization in a “Brand-Focused Professional” multinational

Cometto, Teresa and Palacios Fernández, Miguel and Labadie, Gaston J. (2013). Marketing and Sales organization in a “Brand-Focused Professional” multinational. In: "2013 Annual Conference of BALAS Congress", March 20-22, 2013, Lima, Perú. pp. 1-20.

Description

Title: Marketing and Sales organization in a “Brand-Focused Professional” multinational
Author/s:
  • Cometto, Teresa
  • Palacios Fernández, Miguel
  • Labadie, Gaston J.
Item Type: Presentation at Congress or Conference (Article)
Event Title: 2013 Annual Conference of BALAS Congress
Event Dates: March 20-22, 2013
Event Location: Lima, Perú
Title of Book: 2013 Annual Conference of BALAS Congress
Date: 2013
Subjects:
Freetext Keywords: marketing organization, sales organization, marketing-sales interface
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

This article tests a multidimensional model of the marketing and sales organizational interface, based on a previous one tested for European companies (Homburg et al., 2008), in a specific taxonomical configuration: a brand focused professional multinational, in three successful Latin American branches. Factor reliability and hypotheses were studied through a confirmatory factor analysis. Results show the existence of a positive relationship between formalization, joint planning, teamwork, information sharing, trust and interface quality. Interface quality and business performance show also a positive relationship. This empirical study contributes to the knowledge of the organizational enhancement of interactions in emerging markets

More information

Item ID: 38600
DC Identifier: http://oa.upm.es/38600/
OAI Identifier: oai:oa.upm.es:38600
Official URL: http://www.balas.org/BALAS_2013_proceedings_data/start_here.html
Deposited by: Memoria Investigacion
Deposited on: 02 Dec 2015 15:27
Last Modified: 02 Dec 2015 15:27
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