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    Aligning sales and operations management: An agenda for inquiry

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    Publication type
    Journal article
    Author
    Rangarajan, Deva
    Sharma, Arun
    Paesbrugghe, Bert
    Boute, Robert
    Publication Year
    2018
    Journal
    Journal of Personal Selling & Sales Management
    Publication Volume
    38
    Publication Issue
    2
    Publication Begin page
    220
    Publication End page
    240
    
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    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 entails combining products and services from the provider firm as well as other firms. The fulfilment of these solutions requires operations management support. In spite of the need for closer collaboration between sales and operations management, more research is needed on the interface of these two functions. In order 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.
    Keyword
    Sales and Operations Management, Integration, Solution Selling, Cooperation
    Knowledge Domain/Industry
    Marketing & Sales
    Operations & Supply Chain Management
    URI
    http://hdl.handle.net/20.500.12127/5953
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