Developing dimensions of the marketing-operations alignment construct

This paper develops a theoretical dimensional model of marketing-operations alignment that can be used to align strategic, tactical, and operational priorities within the organisation. Results are derived from case studies at four firms in different industries in Thailand. Data was collected using in-depth interviews with marketing and operations managers and top leadership and analysed using template analysis. The analysis found five dimensions of marketing-operations alignment, including leadership strategy, information exchange, decision coordination, performance evaluation, and reward systems. These findings supported the development of a dimensional process model of marketing-operations alignment, beginning the development of an integrative theory of marketing-operations alignment. The study provides a template for implementation in the organisation and identifies opportunities for further research. The findings imply that marketing-operations alignment should be a concern for managers, although the research is limited in that the model is not yet fully developed.