Manufacturing and marketing integration from a cumulative capabilities perspective

Abstract

A growing number of studies have analyzed the dynamics of integration among different functional areas in recent years. Manufacturing and marketing integration has been a relevant topic in management research since the classic articles of Shapiro and Crittenden decades ago. This study aims to evaluate the relationship between manufacturing and marketing integration, managerial priorities and business performance. We based our analysis on a cumulative capabilities approach. We used a survey methodology to collect the data. The sample includes 99 companies from food and machinery industries. These two industries are the main exporters in Brazil's economy. We used three scales in the proposed theoretical model: manufacturing and marketing integration, managerial priorities and business performance. The results suggest that manufacturing and marketing integration and managerial priorities positively influence business performance. (C) 2010 Elsevier B.V. All rights reserved.