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A review of marketing-operations interface models: From co-existence to coordination and collaboration

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  • Tang, Christopher S.
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    Abstract

    Marketing and operations are two key functional areas that contribute to the success of a firm. By acquiring and analyzing information regarding customers and competitors, marketing can be viewed an external-focused functional area that determines "what" kind of products (or services) a company should provide through "which" channel at "what" price. By viewing this marketing plan as the "demand" from an internal customer, operations is by-and-large an internal-focused functional area that examines "how" to deliver this demand by using internal or external resources. Due to their inherent roles and responsibilities, coordination and collaborations between marketing and operations areas can be difficult in practice. As such, the conflict between marketing and operations arises when the operation's "supply" does not meet the marketing's "demand." Over the last two decades, researchers have developed different quantitative models to examine the issue of coordination/collaboration in the context of marketing operations interfaces. The intent of this paper is two-fold. We present a unified framework for classifying various marketing-operations interface models that may serve as a guide to navigate through the sea of research articles in this important area. Also, by examining some missing gaps, we discuss some topics for potential future research.

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    Bibliographic Info

    Article provided by Elsevier in its journal International Journal of Production Economics.

    Volume (Year): 125 (2010)
    Issue (Month): 1 (May)
    Pages: 22-40

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    Handle: RePEc:eee:proeco:v:125:y:2010:i:1:p:22-40

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    Web page: http://www.elsevier.com/locate/ijpe

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    Keywords: Marketing operations interfaces Review Quantitative models;

    References

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    Cited by:
    1. Kuo, Chia-Wei & Yang, Shu-Jung Sunny, 2013. "The role of store brand positioning for appropriating supply chain profit under shelf space allocation," European Journal of Operational Research, Elsevier, vol. 231(1), pages 88-97.
    2. Marques, Alex & Lacerda, Daniel Pacheco & Camargo, Luís Felipe Riehs & Teixeira, Rafael, 2014. "Exploring the relationship between marketing and operations: Neural network analysis of marketing decision impacts on delivery performance," International Journal of Production Economics, Elsevier, vol. 153(C), pages 178-190.
    3. Sarkis, Joseph & Zhu, Qinghua & Lai, Kee-hung, 2011. "An organizational theoretic review of green supply chain management literature," International Journal of Production Economics, Elsevier, vol. 130(1), pages 1-15, March.
    4. Li, Ling, 2011. "Assessing the relational benefits of logistics services perceived by manufacturers in supply chain," International Journal of Production Economics, Elsevier, vol. 132(1), pages 58-67, July.
    5. Wuttke, David A. & Blome, Constantin & Henke, Michael, 2013. "Focusing the financial flow of supply chains: An empirical investigation of financial supply chain management," International Journal of Production Economics, Elsevier, vol. 145(2), pages 773-789.
    6. Hassini, Elkafi & Surti, Chirag & Searcy, Cory, 2012. "A literature review and a case study of sustainable supply chains with a focus on metrics," International Journal of Production Economics, Elsevier, vol. 140(1), pages 69-82.

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