文档介绍：Christian Homburg, Ove Jensen, & Harley Krohmer
Configurations of Marketing and
Sales: A Taxonomy
Little is known about the interface between separate marketing units and sales units. This article develops a
multidimensional model of the marketing and sales interface. The model integrates a broad range of conceptual
domains, including information sharing, structural linkages, power, orientations, and knowledge of marketing and
sales. The authors empirically explore the conceptual model through a cross-industry study of 337 European
Union–panies. They identify five empirical archetypes of the marketing and sales interface. The
taxonomy shows that the role and characteristics of marketing and sales vary a great deal. This finding challenges
existing stereotypes about marketing and sales. Finally, the article anizational es of the five
configurations. The findings suggest that the most essful configurations are characterized by strong structural
linkages between marketing and sales and a high extent of market knowledge in marketing.
Keywords: anization, anization, interface, taxonomy, configuration
he interface between marketing units and sales units However, caution is warranted when general statements
is receiving increasing conceptual attention (Dews- are made about M & S. The literature indicates that the
Tnap and Jobber 2000, 2002; Rouziès et al. 2005). In interface between M & S varies a great deal pa-
the past, empirical studies have typically not distinguished nies and industries. Whereas the orientations and knowl-
between marketing and sales (hereinafter M & S) but have edge of M & S are far apart in panies, they are
subsumed both under the term “anization” aligned in others (Carpenter 1992; Lorge 1999). Whereas
(Dastmalchian and Boag 1990; Ruekert and Walker 1987a, sales is centered on products in some firms, it is centered on
b). This contrasts sharply with managerial reports that “as a customer groups in others (Homburg, Workman, an