MANUFACTURING AND MARKETING INTEGRATION FROM A CUMULATIVE CAPABILITIES PERSPECTIVE

Informações

Código: GOL1231
Divisão: GOL - Gestão de Operações e Logística
Tema de Interesse: GOL-A - Operações Industriais e de Serviços

Autores

Ely Laureano Paiva

Resumo

A growing number of studies have analyzed the dynamics of integration among differentfunctional areas in the last years. Manufacturing and marketing integration is a relevant topic inmanagement research since the classic articles of Shapiro and Crittenden decades ago. This studyaims to evaluate the relationship between manufacturing and marketing integration, managerialpriorities and business performance. We used a survey methodology to collect the data. Thesample includes ninety and nine (99) companies from food and machinery industries. These twoindustries are the main exporters in the Brazilian’s economy. We used three scales in theproposed theoretical model: manufacturing and marketing integration, managerial priorities andbusiness performance. The results suggest that manufacturing and marketing integration andmanagerial priorities influence positively business performance.

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