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| Author: | Morgan, N. Piercy, N. |
| Title: | Interactions between marketing and quality at the SBU level: influences and outcomes |
| Journal: | Journal of the Academy of Marketing Science
1998 : SUMMER, VOL. 26:3, p. 190-208 |
| Index terms: | MARKETING QUALITY DEVELOPMENT |
| Language: | eng |
| Abstract: | The management of quality and development of effective cross-functional cooperation have assumed a new strategic importance over the past decade. However, many companies have reported that quality strategies have failed to deliver anticipated performance benefits and that ineffective interfunctional relationships may be to blame. This study explores marketing-quality interfunctional relationships as a potential source of quality strategy implementation failure at the strategic business unit level. |
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