Managing boundary-spanning marketing activities for supply-chain efficiency

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 eff...

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Bibliographic Details
Published in:Journal of marketing management 2012-08, Vol.28 (9-10), p.1114-1131
Main Author: Qiu, Tianjiao
Format: Article
Language:English
Subjects:
cross-functional relationships
customer connections
Customer service
Customer services
Experimental methods
market function
market intelligence
Marketing
Marketing management
Organizational behavior
Organizational behaviour
Public relations
structure equation modelling
Studies
Supply chain management
supply-chain efficiency
Transport
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Summary: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.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2011.617709