To read the full version of this content please select one of the options below:

Impacts of marketing decisions on delivery performance and flexibility of the operations area

Marcos Eduardo Finger (Production Engineering, Universidade do Vale do Rio dos Sinos, São Leopoldo, Brazil)
Daniel Pacheco Lacerda (Production and System Engineering Graduate Programme, Universidade do Vale do Rio dos Sinos, São Leopoldo, Brazil)
Luis Riehs Camargo (GMAP UNISINOS, São Leopoldo, Brazil)
Fábio Sartori Piran (Universidade do Vale do Rio dos Sinos, São Leopoldo, Brazil)
Ricardo Augusto Cassel (Universidade Federal do rio Grande do Sul, Porto Alegre, Brazil)
Maria Isabel Wolf Motta Morandi (GMAP UNISINOS, São Leopoldo, Brazil)

International Journal of Productivity and Performance Management

ISSN: 1741-0401

Article publication date: 3 May 2021

154

Abstract

Purpose

The purpose of this paper is to investigate the relations in the Marketing/Operations interface through the analysis of data of the operational reality of a Brazilian company with a low technological intensity. The study aims to quantify and determine the impacts of marketing decisions on delivery performance and on flexibility of the operations area.

Design/methodology/approach

A longitudinal case study was conducted and the variables used in the model were derived from established theories and were evaluated with artificial neural networks. The case of a food manufacturing company was selected to reflect the relations in the marketing/operations interface of a low technological intensity enterprise.

Findings

The results show that the decisions on Place/Channel, Price and Product dimensions of marketing exert a significant impact on flexibility and delivery performance of the operation area.

Research limitations/implications

The findings of the case study cannot be generalised and the outcomes are specific to just one firm. However, the approach lends itself to replication, particularly within low technological intensity companies.

Originality/value

Prior studies have focussed on coordination among functional areas as marketing and operations at higher levels of abstraction. The study contemplate empirical propositions through the data analysis of a company with a low technological intensity that can be used to improve managers' decisions and alignment in the Marketing/Operation Interface.

Keywords

Citation

Finger, M.E., Lacerda, D.P., Camargo, L.R., Piran, F.S., Cassel, R.A. and Morandi, M.I.W.M. (2021), "Impacts of marketing decisions on delivery performance and flexibility of the operations area", International Journal of Productivity and Performance Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJPPM-05-2020-0238

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles