This paper highlights the opportunity to investigate relations between the marketing and sales departments of fast moving consumer goods (FMCG) companies. Drawing on empirical results from social psychology, the authors develop a framework for exploring the social psychological causes and...

Purpose – The study explores structural devices designed to enhance collaboration between sales and marketing groups. The paper aims to develop a conceptual framework of how such integrative devices link to higher levels of sales‐marketing collaboration and also to higher levels of business...