The Thought Worlds of Marketing and Sales : Which Differences Make a Difference?

Homburg, Christian ; Jensen, Ove

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URN: urn:nbn:de:bsz:180-madoc-248512
Document Type: Working paper
Year of publication: 2007
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W102
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > ABWL u. Marketing I (Homburg)
Subject: 330 Economics
Abstract: The literature is divided on whether differences between the thought worlds of marketing and sales are deleterious or beneficial. This paper empirically investigates various facets of thought world differences and their effects on various outcomes. It confirms that differences generally hamper the cooperation between marketing and sales which leads to a lower market performance of the business unit. However, some facets of thought world differences enhance the market performance of the business through a direct effect that outweighs the negative effect mediated by the quality of marketing and sales cooperation: Market performance is enhanced if one side plays the customers’ advocate while the other plays the products’ advocate. Market performance is also enhanced if one side plays the advocate of short-term considerations while the other plays the advocate of long-term considerations. In contrast, differences between marketing and sales in regard to product knowledge and interpersonal skills are deleterious to market performance. Thus, the kind of difference makes a difference.

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