Processes and integration in the interaction of purchasing and marketing: considering synergy and symbiosis

Toon, Mark ORCID: https://orcid.org/0000-0001-9455-3316, Morgan, Robert E. ORCID: https://orcid.org/0000-0001-8981-3144, Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350, Vanhamme, Joëlle and Hingley, Martin 2016. Processes and integration in the interaction of purchasing and marketing: considering synergy and symbiosis. Industrial Marketing Management 52 , pp. 74-81. 10.1016/j.indmarman.2015.07.014

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Abstract

Effective integration of both purchasing and marketing functions are central to effective value creation and alignment of an organization with its business environment. Rapidly changing environments create gaps in the value creation process that compromise the delivery of value to the customer and risk misalignment of value propositions to their needs. Despite the clear imperative for research in this area, the extant literature is partial and delivers limited coherence. Ours is a theoretical article that—in drawing on previous literature—introduces the new work collected in this special issue and considers this against our own empirical evidence. We present a framework that maps out the landscape of internal organizational integration with a particular emphasis on purchasing and marketing integration. Implications for theory and managers are explored.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Additional Information:	Available online 17 July 2015
Publisher:	Elsevier
ISSN:	0019-8501
Date of First Compliant Deposit:	30 March 2016
Date of Acceptance:	5 May 2015
Last Modified:	11 Nov 2024 06:45
URI:	https://orca.cardiff.ac.uk/id/eprint/74208

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