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| Author: | Piercy, N. |
| Title: | Framing the problematic relationship between the marketing and operations functions |
| Journal: | Journal of Strategic Marketing
2007 : MAY-JUL, VOL. 15:2-3, p. 185-207 |
| Index terms: | conflict marketing |
| Language: | eng |
| Abstract: | Operations and marketing as functional areas constitute the key value adding areas of the business organisations. These areas are responsible for specifying what is produced, how it is produced and actually delivering goods and services to customers. The relationship between these two areas has been marked by fighting and hostility rather than co-operation or partnership. This article proposes key issues that have resulted in the poor working realtion seen in practice. Key issues are: conflicting reward system, different background and philosophies, functional separation, politics and resource allocation, management failure and academic failure. |
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