Ficha del artículo

Tipo - Type: Technical note

Título - Title

Propuesta de integración como respuesta al conflicto interdepartamental entre ventas y mercadeo

Integration proposal in response to the interdepartmental conflict between sales and marketing

Autoría - Creator

Resumen

Partiendo de una realidad organizacional que califique como insatisfactoria la relación de los departamentos de ventas y mercadeo, el objetivo del presente artículo es explorar la relación existente entre dichos departamentos, haciendo énfasis en las causas estructurales que generan su clima conflictivo, e identificando algunos de los elementos que pueden influir en la colaboración entre los mismos, a través de un marco que muestra cómo estos elementos pueden interrelacionarse efectivamente en las organizaciones. Luego de un análisis teórico y de revisión de investigaciones previas acerca del tema se propone un modelo de Integración compuesto por dos grandes áreas: Comunicación (actividades integradas y cultura) y Procesos (sistemas y estructuras); explorando lineamientos, orientaciones y propuestas a ser aplicadas en la organización. Se finaliza advirtiendo que la comunicación, el intercambio de información, el nivel de conflicto y el aprendizaje de las capacidades dinámicas están a la mano de los departamentos involucrados; pero que aspectos como la cultura interdepartamental, las actitudes gerenciales orientadas a la coordinación y la orientación de la estructura están fuera de su alcance, por lo que es necesaria participación de la alta gerencia para impulsar estos cambios estratégicos.

Abstract

From an organizational reality that qualifies as unsatisfactory the relationship of sales and marketing, the main aid of this paper is to explore the relationship between these departments, with emphasis on the structural causes of conflict climate, and identifying some of elements that may influence the cooperation between them through a framework that shows how these elements can interact effectively in organizations. After a theoretical analysis and review of previous research on the subject we propose a model of integration consists of two main areas: communication (integrated and culture) and processes (systems and structures); exploring guidelines, guidelines and proposals to be implemented in the organization. It ends noting that communication, information exchange, the level of conflict and learning of dynamic capabilities are at hand of the departments involved, but inter-departmental issues such as culture, attitudes oriented managerial guidance and coordination of the structure are beyond their reach, making it necessary involvement of senior management to drive these strategic changes.

Palabras Clave

Integración, Conflicto Interdepartamental, Ventas ⓘ

Keyword

Integration, inter-departmental conflict, Sales ⓘ - ⓘ - ⓘ

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