Managing boundary-spanning marketing activities for supply-chain efficiency

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The purpose of this paper is to advance and empirically investigate how perceived organisational support influences marketing managers' boundary-spanning marketing activities (cross-functional communication and customer connections), and how these activities subsequently impact supply-chain efficiency. By analysing survey responses from 348 marketing managers, we demonstrate that a supportive organisational climate provides managerial incentives not only to develop strong allegiance to the welfare of multi-foci groups within the organisation but also to engage in active cross-functional market intelligence exchange and customer servicing, which in turn leads to superior supply-chain efficiencies. The paper offers strategic guides to both academicians and practitioners on how to promote marketing managers' role in strengthening dependencies among various functional departments for cohesive product, service, and financial offerings.

Keywords: cross-functional relationships; customer connections; market function; market intelligence; structure equation modelling; supply-chain efficiency

Document Type: Research Article


Affiliations: California State University, USA

Publication date: August 1, 2012

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