TY - JOUR
T1 - Improving marketing success
T2 - The role of tacit knowledge exchange between sales and marketing
AU - Arnett, Dennis B.
AU - Wittmann, C. Michael
PY - 2014/3
Y1 - 2014/3
N2 - 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.
AB - 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.
KW - Marketing effectiveness
KW - Marketing efficiency
KW - Marketing process innovation
KW - Marketing success
KW - Salespeople
KW - Social networks
KW - Tacit knowledge exchange
UR - http://www.scopus.com/inward/record.url?scp=84890571007&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2013.01.018
DO - 10.1016/j.jbusres.2013.01.018
M3 - Article
AN - SCOPUS:84890571007
SN - 0148-2963
VL - 67
SP - 324
EP - 331
JO - Journal of Business Research
JF - Journal of Business Research
IS - 3
ER -