Aligning sales and operations management: an agenda for inquiry
Rangarajan, Devarajan Sharma, Arun Paesbrugghe, Bert Boute, Robert
Rangarajan, Devarajan
Sharma, Arun
Paesbrugghe, Bert
Boute, Robert
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Publication Type
Journal article
Editor
Supervisor
Publication Year
2018-04-03
Journal
Journal of Personal Selling and Sales Management
Book
Publication Volume
38
Publication Issue
2
Publication Begin page
220
Publication End page
240
Publication Number of pages
Collections
Abstract
There is a rapid growth in solution selling in practice and a commensurate increase in research in this area. The focus of this sales strategy is on providing solutions to customer problems that typically entail combining products and services from the provider firm as well as other firms. The fulfilment of these solutions requires operations management support. Despite the need for closer collaboration between sales and operations management, more research is needed on the interface of these two functions. To deepen our understanding of the interface of sales and operations management, we undertook qualitative research and conducted in-depth interviews of senior executives in global firms to determine the need for sales and operations management cooperation. We followed the qualitative research with a review of extant research on the interface of sales and operations management. Finally, we conducted a survey of academic researchers to identify areas and themes of future research in this area. We summarize the implications of our findings for future research.
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Journal Issue
Keywords
3509 Transportation, Logistics and Supply Chains, 35 Commerce, Management, Tourism and Services, 3507 Strategy, Management and Organisational Behaviour