Assignment: Aligning sales and operations

Want create site? With you can do it easy.

Assignment: Aligning sales and operations

Assignment: Aligning sales and operations

Permalink:  ‎

Don't use plagiarized sources. Get Your Custom Essay on
Assignment: Aligning sales and operations
From $10/Page
Order Essay

Aligning sales and operations management: an agenda for inquiry

Devarajan Rangarajana,*, Arun Sharmab, Bert Paesbrugghec and Robert Bouted

aMarketing Department, Ball State University, Muncie, IN, 47306, USA; bMarketing Department, University of Miami, PO Box 248147, Coral Gables, FL 33124-6554, USA; cI �ESEG School of Management, Parvis de la D�efense, P92044 Paris – La D�efense Cedex, France;

dVlerick Business School – Leuven Campus, Supply Chain, Leuven, Belgium

(Received 20 May 2017; accepted 6 March 2018)

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.

Keywords: sales and operations management; integration; solution selling; cooperation

In today’s hypercompetitive marketplace, sales organiza-

tions are increasingly focusing on consultative selling and

solution selling. An ignored aspect of solution or consulta-

tive selling is the role of operations management in the

selling process. As an example, Tuli et al. (2007, 5) define

solutions as “a set of customer–supplier relational pro-

cesses comprising (1) customer requirements definition,

(2) customization and integration of goods and/or services

and (3) their deployment, and (4) post deployment cus-

tomer support, all of which are aimed at meeting custom-

ers’ business needs.” While the sales function is critical in

the first two stages, the service function is critical in the

fourth stage, and the operations management function is

critical for the second and third stages. It is clear that there

is need for a deep integration of sales and operations man-

agement in solution selling, and noninvolvement of opera-

tions management with sales could lead to failure to fulfil

customer needs. While there has been considerable

research on the interface of sales and service (e.g., Neu

and Brown 2005; Rapp et al. 2017), additional research is

needed on the interface of sales and operations manage-

ment. This is in the context of “portfolio of relationships”

suggested by Plouffe et al. (2016), in which salespeople

need to manage relationships with customers, internal

business functions, and external business partners. More

research is needed because firms that have tried to move

to solution selling have seen little gain from it (Johansson

et al. 2003; Stanley and Wojcik 2005; Sharma and Iyer

2011). One reason for the lack of gains may be the

absence of coordination between sales and operations

management. Operations management is typically focused

on lean operations and efficiency, and providing custom-

ized solutions for customers has not been a priority.

In general, there has been a call for enhanced coopera-

tion between different functional areas (Gulati 2013;

Kotler, Rackham, and Krishnaswamy 2006) to deliver

successful customer solutions (Kumar 2004), but more

academic research is needed. As Esper et al. (2010) sug-

gested, integration between demand and supply is

regarded as necessary, but seldom achieved.

In this article, we focus on the collaboration between

sales and operations management from a broad perspec-

tive. In this regard, we attempt to determine the

interaction between sales and operations management and

take a three-pronged research approach – managerial per-

spectives, examining extant research, and collecting data

from researchers on what areas would enhance their

understanding of the interaction. This multimethod per-

spective allows us to better understand and identify gaps,

which when addressed will enhance our understanding of

the sales and operations management area.

To achieve these objectives, we first conducted a qual-

itative research study by undertaking in-depth interviews

with senior executives in 10 firms. We wanted to deter-

mine the need for sales and operations management col-

laboration and to identify some key drivers of successful

*Corresponding author. Email: drangarajan@bsu.edu

� 2018 Pi Sigma Epsilon National Educational Foundation

Journal of Personal Selling & Sales Management, 2018

Vol. 38, No. 2, 220–240, https://doi.org/10.1080/08853134.2018.1450148

cross-functional relationships. Following the qualitative

research, we conducted a review of extant research on the

interface between sales and operations management and

found limited research. Then we conducted a survey of

academic researchers in the area to identify areas and

themes of future research in this area, followed by a sec-

ond qualitative study of managers from an additional ten

firms.

In examining the research gaps, we found that mana-

gerial issues such as the creation of an interface depart-

ment, salespeople getting overall customer satisfaction

targets, and organizational culture issues such as job rota-

tions, special organizational programs to promote collabo-

ration, and joint training programs have not been

addressed in the current literature. We also found that aca-

demics suggest further research in the areas of technol-

ogy/sales-force automation, intraorganizational issues,

forecasting, sales evaluation and performance, and sales/

marketing strategy.

The layout of the article is as follows. We start by

examining the critical need for interfunctional coordina-

tion and sales and operations management coordination

and highlight the consequences if this is not achieved. We

then report on a qualitative research in which we inter-

viewed senior executives from 10 firms to understand the

practitioner’s view of the coordination of sales and opera-

tions management. We then report on the results of a liter-

ature review in the area of marketing and operations

management. This is followed by a section based on a sur-

vey of academics, who identify areas for future research

and suggest possible research questions, and a follow-up

qualitative study. We conclude with a summary of our

findings and implications for research and practice.

Need for cooperation between sales and operations

management

Did you find apk for android? You can find new and apps.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 20% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with My Course Writer
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
Testimonials
See why 10k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Psychology
Thank you so much for all of your hard work & help! It’s perfect! Appreciate it!!
Customer 452483, September 11th, 2021
Nursing
Excellent. Thank you.
Customer 452487, August 26th, 2021
English 101
Perfect! Very informative! Appreciate all of your hard work! Thank you very much.
Customer 452483, September 22nd, 2021
Group Dynamics
Great job. I appreciate it.
Customer 452521, November 22nd, 2021
Business and administrative studies
Great produce and on time!
Customer 452561, November 8th, 2022
Psychology
Very clear, and complete information presented. I, thank you for all of your hard work, appreciate it!
Customer 452483, August 9th, 2021
Mathematics
PERFECT! Thanks a million, you're all awesome!!!!
Customer 452483, July 7th, 2021
English 101
Amazing thank you!
Customer 452615, August 1st, 2022
English 101
I would like to thank you for the writing, it was a very busy week for me and had no time this week to do a writing. I would recommend you to others and would utilize you again.
Customer 452639, October 16th, 2022
Communications
Thank you so much!
Customer 452461, June 23rd, 2021
Nursing
Good job. Thank you
Customer 452487, September 16th, 2021
English 101
Thank you guys for always being there and helping me always get a 100% on my assignments!
Customer 452483, August 16th, 2021
1159
Customer reviews in total
96%
Current satisfaction rate
2 pages
Average paper length
47%
Customers referred by a friend
OUR GIFT TO YOU
20% OFF your first order
Use a coupon 20OFF and enjoy expert help with any task at the most affordable price.
Claim my 20% OFF Order in Chat