PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms
Purpose – This paper aims to explore the manner in which cooperation between sales and marketing in pharmaceutical manufacturing companies (PMC) (n=16) and non-pharmaceutical manufacturing companies (NPMC) (n=31) is affected by selected indicators. It also attempts to demonstrate how the Partial Lea...
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2019-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/337255 |
| _version_ | 1797207296031326208 |
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| author | Gabor Hetenyi Magdolna Szilasi Attila Lengyel |
| author_facet | Gabor Hetenyi Magdolna Szilasi Attila Lengyel |
| author_sort | Gabor Hetenyi |
| collection | DOAJ |
| description | Purpose – This paper aims to explore the manner in which cooperation between sales and marketing in pharmaceutical manufacturing companies (PMC) (n=16) and non-pharmaceutical manufacturing companies (NPMC) (n=31) is affected by selected indicators. It also attempts to demonstrate how the Partial Least Square (PLS) path modelling technique can reveal latent mechanisms in the interplay of the examined factors affecting SM cooperation. Design/methodology/approach – Data collection was carried out in the form of an online questionnaire. The rating scale data gathered was analyzed using PLS path modelling. Findings – Management culture (information exchange, coordination, vision, and communication) as the superblock of the model accounts for a high variance in SM cooperation in both PMCs (R 2=0.619) and NPMCs (R2=0.741). Out of the three variables determining management culture, in PMCs it is coordination (R2%=44), while in NPMCs it is information exchange (R2%=57) that accounts for most of the variance. The results clearly demonstrate that there are factors affecting SM cooperation that work differently in PMCs and NPMCs. Limitations – As the analysis in this research study was based on a convenience sample, its result should be interpreted with caution and cannot be generalized. Originality/value – This is the first time that the SM interface mechanisms were compared in PMCs and NPMCs using PLS path modelling. PLS revealed latent relationships and mechanisms that play an important role in optimising SM cooperation. |
| first_indexed | 2024-04-24T09:20:39Z |
| format | Article |
| id | doaj.art-b0f588f89f9d45bbb722a7a36acde867 |
| institution | Directory Open Access Journal |
| issn | 0353-4790 1849-1383 |
| language | English |
| last_indexed | 2024-04-24T09:20:39Z |
| publishDate | 2019-01-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-b0f588f89f9d45bbb722a7a36acde8672024-04-15T16:01:01ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47901849-13832019-01-0131222724710.22598/mt/2019.31.2.227PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing FirmsGabor Hetenyi0Magdolna Szilasi1Attila Lengyel2University of Debrecen, Károly Ihrig Doctoral School of Management and BusinessUniversity of Debrecen, Doctoral School of Health SciencesUniversity of Debrecen, Department of TourismPurpose – This paper aims to explore the manner in which cooperation between sales and marketing in pharmaceutical manufacturing companies (PMC) (n=16) and non-pharmaceutical manufacturing companies (NPMC) (n=31) is affected by selected indicators. It also attempts to demonstrate how the Partial Least Square (PLS) path modelling technique can reveal latent mechanisms in the interplay of the examined factors affecting SM cooperation. Design/methodology/approach – Data collection was carried out in the form of an online questionnaire. The rating scale data gathered was analyzed using PLS path modelling. Findings – Management culture (information exchange, coordination, vision, and communication) as the superblock of the model accounts for a high variance in SM cooperation in both PMCs (R 2=0.619) and NPMCs (R2=0.741). Out of the three variables determining management culture, in PMCs it is coordination (R2%=44), while in NPMCs it is information exchange (R2%=57) that accounts for most of the variance. The results clearly demonstrate that there are factors affecting SM cooperation that work differently in PMCs and NPMCs. Limitations – As the analysis in this research study was based on a convenience sample, its result should be interpreted with caution and cannot be generalized. Originality/value – This is the first time that the SM interface mechanisms were compared in PMCs and NPMCs using PLS path modelling. PLS revealed latent relationships and mechanisms that play an important role in optimising SM cooperation.https://hrcak.srce.hr/file/337255factor of successsalesmarketingcooperationcoordinationpharmaceutical industry |
| spellingShingle | Gabor Hetenyi Magdolna Szilasi Attila Lengyel PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms Tržište factor of success sales marketing cooperation coordination pharmaceutical industry |
| title | PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms |
| title_full | PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms |
| title_fullStr | PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms |
| title_full_unstemmed | PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms |
| title_short | PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms |
| title_sort | pls modelling of factors affecting the cooperation between sales and marketing in pharmaceutical and non pharmaceutical manufacturing firms |
| topic | factor of success sales marketing cooperation coordination pharmaceutical industry |
| url | https://hrcak.srce.hr/file/337255 |
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