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Interfunctional coordination: the role of digitalization

José L. Ruiz-Alba (, Business School, University of Westminster, London, UK)
Rodrigo Guesalaga (School of Management, Pontificia Universidad Católica de Chile, Santiago, Chile)
Raquel Ayestarán (Universidad Francisco de Vitoria, Pozuelo de Alarcón, Madrid, Spain)
Javier Morales Mediano (Universidad Pontificia Comillas – ICADE, Madrid, Spain)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 5 August 2019



This paper aims to investigate interfunctional coordination (IC) in a B2B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC.


Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with 5 participants), Study 2 (31 in-depth interviews with top executives) and Study 3 (online focus group with 9 experts).


One finding is that digitalization is the main driver for IC and can be considered strategic. Other findings show that digitalization can enhance IC, but it was also found that digitalization can have negative side effects on IC.


This study contributes to the understanding of the importance of digitalization on IC and also contributes to the conceptualization of IC as a dynamic capability.



Ruiz-Alba, J.L., Guesalaga, R., Ayestarán, R. and Morales Mediano, J. (2019), "Interfunctional coordination: the role of digitalization", Journal of Business & Industrial Marketing, Vol. 35 No. 3, pp. 404-419.



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