A União Faz a Força (There is strength in unity): understanding the sales–marketing interface in Brasil

Abstract

While the sales–marketing interface (SMI) research area is relatively nascent, scholars have provided a bevy of insights to this phenomenon. However, nearly all of these insights are predicated on data obtained from developed economies. To date, no research on this critical interface has been obtained in the key emerging markets of the world: the BRICS nations (Brasil, Russia, India, China, and South Africa). The purpose of this manuscript is to provide insight into the SMI in the emerging-market context of Brasil and compare and contrast these findings with those derived from other developed and emerging markets. A qualitative inquiry of 29 marketers and salespeople was conducted to reveal many insights into sales and marketing’s interactions in Brasilian organizations. Findings show how the SMI manifests in Brasil on group orientation and interaction, factors used to facilitate the SMI, and SMI power and strategy dynamics. Results show similarities, differences, and novel findings relative to existing knowledge on the SMI in developed and emerging economies and provide a base of understanding on this crucial interface in this key emerging market.