Key Managerial Challenges in the MSF-Triangle
We asked our informants to tell us what managerial challenges they perceive to exist with regard to cooperation between marketing, sales, and finance. In doing so, we quickly learned that the MSF-triangle is perceived by managers to be full of different managerial challenges. To structure the enormous amount of field data, we assigned the various specific challenges that were mentioned and explained by managers to a limited number of broader categories of challenges. After various analysis steps and feedback loops within the research team we were able to identify five key managerial challenges in the MSF-triangle as perceived by managers from marketing, sales, and finance.
KeywordsBrand Image Price Decision Soft Fact Industrial Firm Brand Awareness
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