Positive management of marketing-operations relationships

The case of an internet retail SME

Niall Piercy

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

The Internet has become one of the most competitive retail marketplaces. Companies operating in this area face demanding customers intolerant of any service failure and a large number of competitors. A key issue in how companies can serve this market is the way in which they internally manage the relationship between the marketing and operations departments of the business. These two areas represent the "value adding" core of all organisations. Co-operation and collaboration between these functions is vital for success in a highly competitive marketplace such as internet retail. However, the reality for many organisations is a legacy of functional division, hostility and even hatred. This paper presents case evidence from an internet retailer that has achieved positive working relationships between marketing and operations functions, leveraging this to deliver award winning customer service, growing the business and maintaining profitability.
Original languageEnglish
Pages (from-to)551-570
Number of pages20
JournalJournal of Marketing Management
Volume25
Issue number5-6
DOIs
Publication statusPublished - 2009

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Marketing
Retail
World Wide Web
Small and medium-sized enterprises
Core values
Profitability
Hostility
Retailers
Service failure
Competitors
Customer service

Cite this

Positive management of marketing-operations relationships : The case of an internet retail SME. / Piercy, Niall.

In: Journal of Marketing Management, Vol. 25, No. 5-6, 2009, p. 551-570.

Research output: Contribution to journalArticle

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