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

Academic Article

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. © 2013.
  • Authors

    Published In

    Digital Object Identifier (doi)

    Author List

  • Arnett DB; Wittmann CM
  • Start Page

  • 324
  • End Page

  • 331
  • Volume

  • 67
  • Issue

  • 3