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Exploration of sales-marketing interface nuances in Saudi Arabia

机译：探索沙特阿拉伯的销售-营销界面差异

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摘要

Extant research on sales-marketing interface has ignored emerging markets as research contexts. This study uses grounded theory methodology and depth-interview data from 37 sales and marketing professionals in Saudi Arabia to explicate how firm contexts that are influenced by Islamic values may shape intra-organizational mechanisms between firm leadership and sales and marketing departments, moderate their roles in marketing strategy activities, and affect interface dynamics. Specifically, appreciation of high power distance and traditional authority allow top leadership to be extensively involved in firm's everyday operations and there is a conspicuous absence of two-way dialog between top leadership and interface personnel. As a result, marketing strategy making authority is rarely transferred to sales and marketing. The context thus creates a chain of command with top leadership holding central authority, marketers preparing action plans and salespeople implementing those plans. Overall, this context brings forth certain hitherto unexplored perspectives on this interface.
机译：关于销售-市场接口的现有研究已将新兴市场视为研究背景。这项研究使用扎实的理论方法和来自沙特阿拉伯的37名销售和市场营销专业人员的深度访谈数据来阐明受伊斯兰价值观影响的公司环境如何塑造公司领导层与销售和市场营销部门之间的组织内部机制，并适度发挥他们在组织中的作用。营销策略活动，并影响界面动态。特别是，对高权力距离和传统权威的欣赏使高层领导可以广泛地参与公司的日常运营，而且高层领导和界面人员之间显然缺乏双向对话。结果，营销策略制定权很少转移到销售和营销中。因此，上下文创建了一个指挥链，其中最高领导层拥有中央权力，营销人员准备行动计划，销售人员执行这些计划。总体而言，此上下文对此接口提出了某些迄今为止尚未探索的观点。

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