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Development of market-oriented strategies through cross-functional integration in the context of the food and beverage industry

Ana Beatriz Murillo Oviedo (Universidad Nacional, Heredia, Costa Rica)
Marcio Lopes Pimenta (Federal University of Uberlândia, Uberlândia, Brazil)
Éderson Luiz Piato (Federal University of São Carlos, Sorocaba, Brazil)
Per Hilletofth (University of Gävle, Gävle, Sweden) (Jönköping University, Jönköping, Sweden)

Business Process Management Journal

ISSN: 1463-7154

Article publication date: 2 November 2020

Issue publication date: 17 May 2021




The objective of this study is to analyze how cross-functional integration contributes to the development of market-oriented strategies in the context of food and beverage manufacturers in Latin America.


A multi-case study was conducted in two multinational companies in Costa Rica and Brazil. Twenty-four semi-structured interviews were carried out with managers, leaders and supervisors.


The results showed four market-oriented processes: product launch, product delivery, customer complaints solution and improvement and innovation projects. Within these processes, 12 integration factors that impact market orientation were characterized. They also indicate that the concepts of market orientation and cross-functional integration should be integrated in the organizational culture to facilitate the understanding of the different needs and levels of urgency.


The studied literature does not emphasize the way integration is operationalized to allow organizations to be market oriented. According to our findings, responsive strategies depend on the integration of various internal functions to generate market intelligence. Managers must realize that when the workers are motivated and informed, they become more willing to take on a group vision and commit to organizational goals. This paper presents seven propositions on the operationalization of market orientation through cross-functional integration.



The authors acknowledge the financial support from: National Council for Scientific and Technological Development (CNPQ), Processes: 314095/2018-7, 407896/2018-0, and Fundação de Amparo a Pesquisa do Estado de Minas Gerais (FAPEMIG), Process: PPM-00074-17.


Murillo Oviedo, A.B., Pimenta, M.L., Piato, É.L. and Hilletofth, P. (2021), "Development of market-oriented strategies through cross-functional integration in the context of the food and beverage industry", Business Process Management Journal, Vol. 27 No. 3, pp. 901-921.



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