Why Should Marketing and Manufacturing Work Together? Some Exploratory Empirical Result
This paper presents an exploratory investigation of the manufacturing/marketing (hereafter M/M) interface. Drawing on the literature and prior empirical work in M/M strategies, we propose a path model for assessing the mediating impact of the M/M interface harmony—the functions’ ability to work toge...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2002
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2305 https://doi.org/10.1016/s0272-6963(02)00010-4 |
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| Institution: | Singapore Management University |
| Language: | English |