Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu
Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu
Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu
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8<br />
surprisingly most failed. Consumers opt for the modern digital technology as they saw<br />
fit in, in the process they are amending their buying decisions that relate to them<br />
directly. Companies that recognize this evolution both at macro and micro level and its<br />
importance are now carefully considering interactivity towards the focal of their sales<br />
and marketing strategies.<br />
With these changing trends in energy business, there is a need to investigate the role of<br />
marketing and sales within organization. This will be challenged due to above<br />
mentioned factors. In marketing literature sales and marketing has often been seen to<br />
belong under a single organizational entity, even though they are often clearly separate,<br />
however interdependent, organizational entities (Dewsnap & Jobber 2009; Kotler,<br />
Rackham & Krishnaswamy 2006; Graham 2007). The atmosphere between marketing<br />
and sales people has often been reported as uncooperative and insular, and when the<br />
sales are poor, they point the accusing finger at each other (Dewsnap & Jobber 2009;<br />
Kotler et al. 2006). As an example, sales departments are known to regard their<br />
colleagues at marketing as detached from the actual customers, while the sales people<br />
are seen as too focused on single customers and as incapable of understanding the big<br />
picture (Kotler et al. 2006). The two functions often also have inadequate conceptions of<br />
each other’s contributions to the firm’s overall objectives (Meunier-FitzHugh & Piercy<br />
2007a). Overall, in related literature the relations between sales and marketing are seen<br />
as uncooperative, lacking in mutual understanding, distrustful and rivalling, ridded with<br />
the use of stereotypic generalization and most importantly, poorly coordinated (Dewsnap<br />
& Jobber 2009; Kotler et al. 2006; Beverland, Steel & Dapiran 2006; Dewsnap & Jobber<br />
2002). With the development in business model, there is certain need to realize the<br />
benefits of integration between sales and marketing so that firms may stand strong in<br />
this competitive environment.<br />
Against this background, the leading research question of this thesis is:<br />
How Sales and marketing functions and their integration help to meet the challenges<br />
imposed by changing trends in Finnish electricity industry?