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| Author: | Piercy, N. |
| Title: | Improving marketing-operations cross-functional relationships |
| Journal: | Journal of Strategic Marketing
2010 : JUL, VOL. 18:4, p. 337-356 |
| Index terms: | marketing strategy strategic planning customer relations leadership success case studies small and medium-sized enterprises (SMEs) service |
| Language: | eng |
| Abstract: | For business success, cooperation btw. marketing and operational areas (henceforth as: m-and-opers.) is critical. In practice, most companies suffer hostile and adversarial relationships (herein as: r-ship/s) btw. these functions. Existing research has not sufficiently addressed methods for improving this situation outside of the large corporation or manufacturing sector. This paper aims at addressing this shortage by exploring mechanisms to better support cross-functional (here as: cr-f-al.) r-ship/s in the small-medium enterprise and in the service sector. Five case studies are presented of companies displaying a typically good r-ship/s btw. m-and-opers. A cross-comparison is performed in order to identify key themes and approaches providing for and supporting good cr-f-al. r-ship/s. Three key methods are presented and proposed as sources of positive marketing operations r-ship/s: 1. manipulation of pay-reward mechanisms, 2. clear strategy and strategic leadership, and 3. an explicit focus on bringing people together. |
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