Specific Contributions and Roles in the MSF-Triangle

  • Dirk Weissbrich


Having explored the eight key interaction fields and decision areas in the MSFtriangle, we will now identify the specific contributions and value added of the marketing, sales, and finance actors in the respective interaction field and decision area. By identifying the specific contributions of each MSF-actor we gain insight into why the specific decision area or interaction field is not performed by a single actor only, i.e., we explain the logic of differentiation in the MSF-triangle. In doing so, we go beyond a descriptive exploration of the MSF-triangle and move towards a normative examination of the MSF-triangle.


Brand Equity Marketing Activity Brand Image Interaction Field Market Knowledge 


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Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Dirk Weissbrich

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