Spanning the continuum between marketing and operations

✍ Scribed by Manoj K. Malhotra; Subhash Sharma

• Book ID: 104323422
• Publisher: Elsevier Science
• Year: 2002
• Tongue: English
• Weight: 165 KB
• Volume: 20
• Category: Article
• ISSN: 0272-6963
• DOI: 10.1016/s0272-6963(02)00019-0

✦ Synopsis

Abstract

We discuss here the importance of the marketing operations interface and our motivations in creating this special issue. We also evaluate and summarize the papers presented in this special issue, and present our observations on how the study of this interface has methodologically evolved over the course of years. Some of the dominant common themes emphasized in the six papers contained in this special issue were communication between operations and marketing, as well as the value of trust and harmony between these functional areas in improving firm performance. Based on these observations and extant literature in both disciplines, a simple framework that delineates broad areas of mutual interest and integration between these two functional areas is proposed. We finally outline a limited set of future research projects that lie at the interface of marketing and operations, and which can potentially be pursued by researchers in this domain in order to promote a better understanding of the interface.