A QUALITATIVE APPROACH TOWARDS INTRA–ORGANIZATIONAL COOPERATION BETWEEN MARKETING AND SALES DEPARTMENTS
A QUALITATIVE APPROACH TOWARDS INTRA–ORGANIZATIONAL COOPERATION BETWEEN MARKETING AND SALES DEPARTMENTS

Summary/Abstract: Sales of products and services have made a transition from the 20th to the 21st century model of strategic sales organization. Bearing in mind the importance of sales in contemporary organizations, the purpose of this paper is to point out the possibilities of furthering sales efficiency. One of the possibilities is to resolve conflicts that occur within departments and to improve sales and marketing department interaction and cooperation. The aim of creating synergy in creating superior value and satisfying customers would then be accomplished. The research questions posed in this paper were answered through qualitative research by using semi-structured in-depth interviews in Bosnia and Herzegovina (B&H) and the Republic of Croatia (Croatia). Respondents’ selection ensured that companies, which make 40% of their target market share in both countries, were selected. By comparing research results from B&H and Croatia, a lack of intra-organizational coordination between sales and marketing departments was identified.

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