Integration of marketing and operations (M/O): conceptualisation and research issues

Rapid rate of change in technologies, markets and other environmental factors make “integration of marketing and operations” as one of the most crucial decision for business survival and performance in today’s world. Integration between functions and departments is an important strategy for a firm in today’s dynamic and competitive environment. It is widely recognized that manufacturing/operations can be a formidable competitive weapon if equipped and managed properly, and that to achieve this success a company must have the correct alignment of manufacturing/operations and marketing strategies. This paper deals with the familiar but classic problem that afflicts every manufacturing as well as service organization, namely, conflicts between thse two functional areas. The various key decision areas between these functions are discussed. The paper covers the various aspects of integration: analytical, conceptual as well as empirical studies which are available in literature. Drawing on the literature and prior empirical work in marketing/operations (M/O) strategies, several frameworks and models developed so far in literature are reviewed in this paper.