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BRIDGING THE DIVIDE BETWEEN LOGISTICS AND MARKETING: FACILITATING COLLABORATIVE BEHAVIOR
Author(s) -
Ellinger Alexander E.,
Keller Scott B.,
Hansen John D.
Publication year - 2006
Publication title -
journal of business logistics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.611
H-Index - 79
eISSN - 2158-1592
pISSN - 0735-3766
DOI - 10.1002/j.2158-1592.2006.tb00215.x
Subject(s) - bridging (networking) , business , marketing , process management , industrial organization , computer science , computer network
Inter‐functional collaboration can significantly improve service operations. Yet, despite the compelling need to increase collaborative behavior, our understanding of how firms' logistics and marketing departments view each other and of the behavioral factors that influence inter‐functional collaborative behavior is limited. This study utilizes a descriptive, interview‐based approach that draws upon the Critical Incident Technique to discover nuances and insights about logisticians' and marketers' often complex interactions.