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Sales-marketing encroachment effects on innovation

机译：销售营销侵占对创新的影响

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摘要

The role of sales-has changed dramatically during the last two decades, with sales becoming increasingly strategic and encroaching on domains that traditionally belong to marketing. Many studies address the role of marketing in new product development (NPD) success, but research on the increasing importance of sales, its changing role and changing dynamics with marketing is scarce. This empirical study of 296 Hungarian firms addresses this gap and shows that the extent to which sales encroaches on marketing's tasks is influenced by interface relations, exchange processes and sales' capabilities. The effect of sales-marketing encroachment on NPD financial success is partially mediated by customer involvement, while its effect on market success is fully mediated by customer involvement. These findings suggest that firms may improve their NPD financial performance by letting sales encroach on marketing tasks, but need to establish customer co-creation initiatives to benefit from sales marketing encroachment in terms of superior NPD performance compared with competitors. (C) 2016 Elsevier Inc. All rights reserved.
机译：在过去的二十年中，销售的作用发生了巨大的变化，销售变得越来越具有战略性，并且蚕食了传统上属于营销的领域。许多研究都针对市场营销在新产品开发（NPD）成功中的作用，但是，关于销售的重要性日益增加，其变化的角色以及市场营销动态变化的研究很少。这项针对296家匈牙利公司的实证研究弥补了这一差距，并表明销售对市场营销任务的侵害程度受界面关系，交易流程和销售能力的影响。销售-市场入侵对NPD财务成功的影响部分地由客户参与来调节，而其对市场成功的影响则完全由客户参与来调节。这些发现表明，企业可以通过让销售人员侵犯市场营销任务来改善其NPD财务绩效，但是需要建立客户共同创造计划，以从竞争优势中获得优于竞争对手的NPD绩效，从而受益于销售市场营销。 （C）2016 Elsevier Inc.保留所有权利。

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