دانلود رایگان مقاله تنظیم عملکردهای بازاریابی: مرور ادبیات و زمینه نظری

Abstract

The purpose of this paper is to consolidate existing knowledge and theories on marketingoperations alignment and theoretical background for this organizational alignment. The research used a qualitative literature review approach to identify key contributions to this area and incorporate them into theoretical background. Marketing-operations alignment, or organizational alignment between the marketing and operations functions of the firm, takes place at multiple levels (operational, tactical, and strategic). The literature reveals that the topic of operations alignment is a broad topic, spread across multiple journals and fields. Furthermore, there is no single dominant theory of alignment that can be applied. There is also substantial overlap with concepts of operational integration and coordination. The theoretical background uses configuration theory to model the fit of marketing and operations intelligence and decision-making at three points of interaction between these two functions.

5.2. Future Research

This is important because the theoretical positions discussed above show that there is a strong likelihood that marketing-operations alignment would contribute substantially to the firm’s performance, affecting its financial and operational performance (Nath, Nachiappan & Ramanathan 2010). At the same time, it is also clear from case studies that firms are not aligning their marketing and operations functional units well, and may be paying a price for inefficient and fragmented coordination and alignment systems (Wu, Straub & Liang 2015; Yalabik, Petruzzi & Chhajed 2005). Continued poor theoretical development has impeded empirical study of alignment in the organization generally (Gerow, 2011; Gerow, et al., 2015), which would prevent firms from implementing any organizational strategies that could be derived from the academic literature. Thus, strengthening the theoretical explanation of marketing-operations alignment would be important for firms to improve their understanding and implementation of the alignment process.