Improving marketing success: The role of tacit knowledge exchange between sales and marketing

Dennis B. Arnett, C. Michael Wittmann

Research output: Contribution to journalArticle

65 Scopus citations

Abstract

Successful organizations adapt their marketing strategies to marketplace changes. Boundary spanners, such as salespeople, because they are able to embed themselves in social networks outside the organization, play a key role in developing marketplace knowledge. However, if this knowledge remains solely with the boundary spanners, it cannot be used effectively to improve firm performance. This study investigates tacit knowledge exchange between sales and marketing and its ability to enhance marketing success (i.e., marketing program innovativeness, relative efficiency, and relative effectiveness). In addition, by examining five antecedents hypothesized to influence tacit knowledge exchange, it provides guidance to sales and marketing managers, who desire to improve tacit knowledge exchange, and, in turn, marketing success.

Original languageEnglish
Pages (from-to)324-331
Number of pages8
JournalJournal of Business Research
Volume67
Issue number3
DOIs
StatePublished - Mar 2014

Keywords

  • Marketing effectiveness
  • Marketing efficiency
  • Marketing process innovation
  • Marketing success
  • Salespeople
  • Social networks
  • Tacit knowledge exchange

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