Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations
Purpose – The purpose of this study is to investigate the influence of digital transformation on the intersection of marketing and sales departments. Design/methodology/approach – This area has received little attention in academic literature while considerable amount of research exists surrounding...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-06-01
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| Series: | Innovation & Management Review |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/INMR-05-2019-0066/full/pdf?title=digital-transformation-challenges-successful-enterprises-an-exploration-of-the-collaboration-of-marketing-and-sales-department-in-german-organizations |
| _version_ | 1797995115575246848 |
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| author | Georg Hauer Nadine Naumann Patrick Harte |
| author_facet | Georg Hauer Nadine Naumann Patrick Harte |
| author_sort | Georg Hauer |
| collection | DOAJ |
| description | Purpose – The purpose of this study is to investigate the influence of digital transformation on the intersection of marketing and sales departments. Design/methodology/approach – This area has received little attention in academic literature while considerable amount of research exists surrounding the marketing and sales integration, the influence of the trend of digital transformation on both departments and how it affects their collaboration is not investigated in-depth and is therefore studied by qualitative research via semi-structured interviews in six German organizations. Findings – By considering the findings the collaboration between the marketing and sales departments in German organizations is perceived as good. However, generation-related conflicts occur due to different demographic structures of employees. The study provides evidence that the digital transformation affects the marketing and sales integration and thus, the overall organizational performance. Originality/value – Moreover, it is crucial that organizations face the challenges that occur in terms of interdepartmental relationships and be aware of the huge potentials which arise due to digital transformation to improve the marketing and sales collaboration. |
| first_indexed | 2024-04-11T09:56:16Z |
| format | Article |
| id | doaj.art-6327fbac14c043b18bdfabea55ca7e89 |
| institution | Directory Open Access Journal |
| issn | 2515-8961 |
| language | English |
| last_indexed | 2024-04-11T09:56:16Z |
| publishDate | 2021-06-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Innovation & Management Review |
| spelling | doaj.art-6327fbac14c043b18bdfabea55ca7e892022-12-22T04:30:36ZengEmerald PublishingInnovation & Management Review2515-89612021-06-0118216417410.1108/INMR-05-2019-0066666855Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizationsGeorg Hauer0Nadine Naumann1Patrick Harte2Department of Business Administration, Hochschule fur Technik Stuttgart, Stuttgart, GermanyDepartment of Business Administration, Hochschule fur Technik Stuttgart, Stuttgart, GermanyEdinburgh Napier University – Craiglockhart Campus, Edinburgh, UKPurpose – The purpose of this study is to investigate the influence of digital transformation on the intersection of marketing and sales departments. Design/methodology/approach – This area has received little attention in academic literature while considerable amount of research exists surrounding the marketing and sales integration, the influence of the trend of digital transformation on both departments and how it affects their collaboration is not investigated in-depth and is therefore studied by qualitative research via semi-structured interviews in six German organizations. Findings – By considering the findings the collaboration between the marketing and sales departments in German organizations is perceived as good. However, generation-related conflicts occur due to different demographic structures of employees. The study provides evidence that the digital transformation affects the marketing and sales integration and thus, the overall organizational performance. Originality/value – Moreover, it is crucial that organizations face the challenges that occur in terms of interdepartmental relationships and be aware of the huge potentials which arise due to digital transformation to improve the marketing and sales collaboration.https://www.emerald.com/insight/content/doi/10.1108/INMR-05-2019-0066/full/pdf?title=digital-transformation-challenges-successful-enterprises-an-exploration-of-the-collaboration-of-marketing-and-sales-department-in-german-organizationsmarketingcollaborationsalesdigital transformationdigitalizationgenerational conflict |
| spellingShingle | Georg Hauer Nadine Naumann Patrick Harte Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations Innovation & Management Review marketing collaboration sales digital transformation digitalization generational conflict |
| title | Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations |
| title_full | Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations |
| title_fullStr | Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations |
| title_full_unstemmed | Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations |
| title_short | Digital transformation challenges successful enterprises – an exploration of the collaboration of marketing and sales department in German organizations |
| title_sort | digital transformation challenges successful enterprises an exploration of the collaboration of marketing and sales department in german organizations |
| topic | marketing collaboration sales digital transformation digitalization generational conflict |
| url | https://www.emerald.com/insight/content/doi/10.1108/INMR-05-2019-0066/full/pdf?title=digital-transformation-challenges-successful-enterprises-an-exploration-of-the-collaboration-of-marketing-and-sales-department-in-german-organizations |
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