Positive management of marketing-operations relationships: the case of an internet retail SME

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Abstract:

The Internet has become one of the most competitive retail marketplaces. Companies operating in this area face demanding customers intolerant of any service failure and a large number of competitors. A key issue in how companies can serve this market is the way in which they internally manage the relationship between the marketing and operations departments of the business. These two areas represent the "value adding" core of all organisations. Co-operation and collaboration between these functions is vital for success in a highly competitive marketplace such as internet retail. However, the reality for many organisations is a legacy of functional division, hostility and even hatred. This paper presents case evidence from an internet retailer that has achieved positive working relationships between marketing and operations functions, leveraging this to deliver award winning customer service, growing the business and maintaining profitability.

Keywords: CROSS-FUNCTIONAL; INTERNET; MARKETING; OPERATIONS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725709X461858

Publication date: July 1, 2009

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