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Bridging The Divide Between Logistics And Marketing: Facilitating Collaborative Behavior by Alexander E. Ellinger; Scott B. Keller; John D. Hansen is a Business, Management and Accounting article available to read on EtoBox.

What is Bridging The Divide Between Logistics And Marketing: Facilitating Collaborative Behavior about?

Logisticians and marketers must work together effectively to leverage service operations for competitive advantage (Bartels 1983;Bowersox, Mentzer, and Speh 1995;Felton 1959;Mentzer, Gomes, and Krapfel Jr. 1989). However, in many organizations, overlapping functional responsibilities and diverse departmental priorities continue to make service failure a distinct possibility whenever customer order fulfillment entails crossing functional boundaries (Kingman-Brundage, George, and Bowen 1995;Shapiro, Rangan, and Sviokla 2004). Within firms, logistics and marketing are often separate and distinct from one another with functional managers tending not to collaborate or coordinate activities (Flint and Mentzer 2000;Johnson and Borger 1977;Murphy and Poist 1996;Stock 1990). Indeed, although logisticians' ongoing familiarity with customer requirements may create significant value by helping marketers to better understand and anticipate customers' changing service needs, Flint and Mentzer (2000, p. 40) state that they "have yet to find evidence of logisticians practicing these kinds of activities on a regular basis." Inter-functional collaboration is difficult to implement (Hansen and Nohria

Who reads Bridging The Divide Between Logistics And Marketing: Facilitating Collaborative Behavior?

Author

Alexander E. Ellinger; Scott B. Keller; John D. Hansen

Publisher

Wiley (John Wiley & Sons); John Wiley & Sons Inc.; Wiley (ISSN 0735-3766)

Published

2006

Language

EN

Field

Business, Management and Accounting (Social Sciences)