IMM_Manuscript_2020_dewsnap_et_al.pdf (659.52 kB)
Flexibility in marketing & sales interfacing processes
journal contribution
posted on 2020-11-06, 16:31 authored by Belinda DewsnapBelinda Dewsnap, Milena Micevski, John Cadogan, Selma Kadic-MaglajlicPreliminary insights in the marketing literature indicate that flexibility is important in marketing and sales processes and interaction. However, to date marketing and sales management literature lacks an understanding of what flexibility in marketing-sales interfaces looks like, its potential organizational consequences, and potential boundary conditions. Using data from interviews with marketing and sales managers, this study explores the nature, outcomes and facilitators of flexibility at the marketing-sales interface. This study conceptualizes marketing-sales interface flexibility (MSIF) as a process of flexible cross-functional resource exchange and finds that MSIF has positive organizational outcomes (both in terms of performance and relationship quality); that MSIF is essential for firms when dealing with exigencies in turbulent environments; and that the utility of MSIF is conditioned by the speed with which MSIF is implemented. The research contribution is twofold. At a theoretical level, the study defines the construct for the first time, revealing MSIF’s conceptual composition for examination, and develops theory regarding MSIF’s direct relationships with key business outcomes, as well as likely contingencies that shape its importance. At a practical level, the study’s framework offers a tool that managers can use to help build organizational success through enhanced flexibility in their marketing-sales interfaces.
History
School
- Business and Economics
Department
- Business
Published in
Industrial Marketing ManagementVolume
91Pages
285 - 300Publisher
ElsevierVersion
- AM (Accepted Manuscript)
Rights holder
© Crown CopyrightPublisher statement
This paper was accepted for publication in the journal Industrial Marketing Management and the definitive published version is available at https://doi.org/10.1016/j.indmarman.2020.09.005.Acceptance date
2020-09-07Publication date
2020-10-13Copyright date
2020ISSN
0019-8501Publisher version
Language
- en
Depositor
Dr Belinda Dewsnap. Deposit date: 8 September 2020Usage metrics
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