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Value creation through enriched marketing–operations interfaces: an empirical study in the printed circuit board industry
Author(s) -
Sawhney Rajeev,
Piper Chris
Publication year - 2002
Publication title -
journal of operations management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.649
H-Index - 191
eISSN - 1873-1317
pISSN - 0272-6963
DOI - 10.1016/s0272-6963(02)00006-2
Subject(s) - marketing , business , printed circuit board , interface (matter) , relation (database) , empirical research , conceptual model , value (mathematics) , test (biology) , manufacturing , manufacturing engineering , computer science , engineering , mathematics , statistics , bubble , database , maximum bubble pressure method , machine learning , parallel computing , operating system , paleontology , biology
The paper examines the short‐term capacity interface between marketing and operations, i.e. marketing–operations interface (MOI) in relation to customer value. A field study involving 10 firms in the printed circuit board (PCB) manufacturing industry was used to develop a conceptual framework and measures of the constructs. Subsequently, a 180‐plant PCB industry survey was used to test the model, finding support for the proposed relationship between MOI effectiveness and customer value.