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Journal of the Academy of Marketing Science

, Volume 26, Issue 3, pp 190–208 | Cite as

Interactions between marketing and quality at the SBU level: Influences and outcomes

  • Neil A. Morgan
  • Nigel F. Piercy
Article

Abstract

The management of quality and development of effective cross-functional cooperation have assumed a new strategic importance over the past decade. However, many companies have reported that quality strategies have failed to deliver anticipated performance benefits and that ineffective interfunctional relationships may be to blame. This study explores marketing-quality interfunctional relationships as a potential source of quality strategy implementation failure at the strategic business unit (SBU) level. This study focuses on interdepartmental connectedness, communication and conflict between marketing and quality, and the antecedents and consequences of these dimensions of interfunctional interaction. Using data from a pooled response mail survey, the results suggest that marketing-quality interactions are associated with senior management quality leadership, strategic quality planning process, and control system characteristics. Interfunctional interactions between marketing and quality are found to be only weakly related to relative quality, market performance, and financial performance outcomes.

Keywords

Marketing Business Performance Total Quality Management Strategic Management Journal Quality Planning 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Academy of Marketing Science 1998

Authors and Affiliations

  • Neil A. Morgan
    • 1
  • Nigel F. Piercy
    • 2
  1. 1.University of CambridgeCambridgeUK
  2. 2.Cardiff UniversityCardiffUK

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