Graesch, Jan Philipp

Hensel-Börner, Susanne

Henseler, Jörg

Firms all over the world have started initiatives and made investments in projects to help discover the benefits of digital technologies. This transformation has had an impact on the marketing and sales relationship and the role of IT. Researchers have confirmed the need for interdepartmental alignment, but the integration of all three disciplines together has been overlooked, and a concrete method of collaboration has not yet been identified. The aim of this study is to review the marketing, sales, and IT (M-S-I) research and to integrate the findings into a framework that can direct future research and organizational structures for interdepartmental alignment and collaboration with the goal of improving the performance of companies

University of Twente Research Information

Digital Transformation in Sales and Marketing Departments:An Integrated Overview and Directions for Organizations and Further Research

https://doi.org/10.1007/978-3-658-37614-7_9

Digital Transformation in Sales and Marketing Departments:An Integrated Overview and Directions for Organizations and Further Research

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University of Twente Research Information