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| Author: | Mahajan, J. |
| Title: | An exploratory investigation of the interdependence between marketing and operations functions in service firms |
| Journal: | International Journal of Research in Marketing
1994 : JAN, VOL. 11:1, p. 1-15 |
| Index terms: | MARKETING SERVICE COMPANIES |
| Language: | eng |
| Abstract: | To what extent are individuals performing "marketing" and "operations" activities distinct from each other in service firms? What are the key factors that determine the extent of interaction between individuals performing "marketing" and "operations" activities in a service organization? This paper addresses these questions by drawing from literature in services marketing, services operations, and organizational theory. Based on this literature, several hypotheses are proposed and empirically examined. |
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