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


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.


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.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Aaker, David A. and Robert Jacobson. 1994. “The Financial Information Content of Perceived Quality.”Journal of Marketing Research 31 (May): 191–201.CrossRefGoogle Scholar
  2. Ahmed, Irfan and A. Parasuraman. 1994. “Environmental and Positional Antecedents of Management Commitment to Service Quality: A Conceptual Framework.” InAdvances in Services Marketing and Management. Vol. 3. Eds. T. A. Swartz, D. E. Bowen, and S. W. Brown. Greenwich, CT: JAI, 69–93.CrossRefGoogle Scholar
  3. Anderson, John C., Manus Rungtusanatham, and Roger G. Schroeder. 1994. “A Theory of Quality Management Underlying the Deming Management Method.”Academy of Management Review 19 (3): 472–509.CrossRefGoogle Scholar
  4. Armstrong, J. S. 1982. “The Value of Formal Planning for Strategic Decisions.”Strategic Management Journal 3:197–211.CrossRefGoogle Scholar
  5. — and T. S. Overton. 1977. “Estimating Nonresponse Bias in Mail Surveys.”Journal of Marketing Research 16 (August): 396–400.CrossRefGoogle Scholar
  6. Barclay, Donald W. 1991. “Interdepartmental Conflict in Organizational Buying: The Impact of Organizational Context.”Journal of Marketing Research 28 (May): 145–159.CrossRefGoogle Scholar
  7. Belohlav, James A. 1993. “Quality, Strategy and Competitiveness.”California Management Review 35 (3): 54–67.Google Scholar
  8. Boulding, William, Ajay Kalra, Richard Staelin, and Valarie A. Zeithaml. 1993. “A Dynamic Process Model of Service Quality.”Journal of Marketing Research 30 (February): 7–27.CrossRefGoogle Scholar
  9. Bounds, Greg, Lyle Yorks, Mel Adams, and Gipsie Ranney. 1994.Beyond Total Quality Management: Toward the Emerging Paradigm. New York: McGraw-Hill.Google Scholar
  10. Chakravarthy, Balaji S. 1986. “Measuring Strategic Performance.”Strategic Management Journal 7:437–458.Google Scholar
  11. Chowdhury, Jhinuk and Ajay Menon. 1993. “Dimensions of Quality: A Contingency Framework and Strategic Implications for Manufactured Goods.” InProceedings of AMA Winter Educators Conference. Chicago: American Marketing Association, 191–200.Google Scholar
  12. Cole, Robert E. 1993. “Introduction to Special Issue on TQM.”California Management Review 35 (3): 7–11.Google Scholar
  13. Cravens, D. W., C. W. Holland, C. W. Lamb, and W. C. Moncrief. 1988. “Marketing’s Role in Product and Service Quality.”Industrial Marketing Management 17 (November): 285–304.CrossRefGoogle Scholar
  14. Dale, Barrie and J. J. Plunkett. 1990. “The Process of Total Quality Management.” InManaging Quality. Eds. Barrie Dale and J. J. Plunkett. London: Philip Alan, 165–182.Google Scholar
  15. Day, George. 1994. “The Capabilities of Market-Driven Organizations.”Journal of Marketing 58 (4):37–52.CrossRefGoogle Scholar
  16. — and Robin Wensley. 1988. “Assessing Advantage: A Framework for Diagnosing Competitive Superiority.”Journal of Marketing 52 (2): 1–20.CrossRefGoogle Scholar
  17. Dean, James W. and David E. Bowen. 1994. “Management Theory and Total Quality: Improving Research and Practice Through Theory Development.”Academy of Management Review 19 (3): 392–418.CrossRefGoogle Scholar
  18. Deming, W. Edwards. 1986.Quality, Productivity and Competitive Position. New York: Free Press.Google Scholar
  19. Easton, George S. 1993. “The 1993 State of US Total Quality Management: A Baldrige Award Examiners Perspective.”California Management Review 35 (3): 32–54.Google Scholar
  20. Feigenbaum, A. V. 1983.Total Quality Control. New York: McGraw-Hill.Google Scholar
  21. Fisher, Robert J., Elliot Maltz, and Bernard J. Jaworski. 1997. “Enhancing Communication Between Marketing and Engineering: The Moderating Effect of Relative Functional Identification.”Journal of Marketing 61 (3): 54–70.CrossRefGoogle Scholar
  22. Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, and Barbara Everitt Bryant. 1996. “The American Customer Satisfaction Index: Nature, Purpose, and Findings.”Journal of Marketing 60 (4): 7–18.CrossRefGoogle Scholar
  23. Gale, Bradley T. 1994.Managing Customer Value. New York: Free Press.Google Scholar
  24. Garvin, David A. 1988.Managing Quality. New York: Free Press.Google Scholar
  25. — 1991. “How the Baldrige Award Really Works.”Harvard Business Review 19 (6): 80–95.Google Scholar
  26. Ghose, Sanjay and Samar K. Mukhopadhyay. 1993. “Quality as the Interface Between Manufacturing and Marketing: A Conceptual Model and an Empirical Study.”Management International Review 33 (1): 39–52.Google Scholar
  27. Greising, David. 1994. “Quality: How to Make It Pay.”Business Week, August 8, pp. 54–59.Google Scholar
  28. Groocock, J. M. 1986.The Chain of Quality. New York: John Wiley.Google Scholar
  29. Gupta, Anil K. and Vijay Govindarajan. 1991. “Knowledge Flows and the Structure of Control Within Multinational Corporations.”Academy of Management Review 16 (4): 768–792.CrossRefGoogle Scholar
  30. Hackman, J. Richard and Ruth Wageman. 1995. “Total Quality Management: Empirical, Conceptual and Practical Issues.”Administrative Science Quarterly 40:309–342.CrossRefGoogle Scholar
  31. Hart, Stuart and Catherine Banbury. 1994. “How Strategy-Making Processes Can Make a Difference.”Strategic Management Journal 15:251–269.CrossRefGoogle Scholar
  32. Hartline, Michael D. and O. C. Ferrell. 1996. “The Management of Customer-Contact Service Employees: An Empirical Investigation.”Journal of marketing 60 (4): 52–71.CrossRefGoogle Scholar
  33. Hise, Richard, Larry O’Neal, A. Parasuraman, and James McNeil. 1990. “Marketing/R&D Interaction in New Product Development: Implications for New Product Development Success Rates.”Journal of Product and Innovation Management 7 (June): 142–155.CrossRefGoogle Scholar
  34. Hrebiniak, Lawrence G. and William F. Joyce. 1984.Implementing Strategy. New York: Macmillan.Google Scholar
  35. Hughes, Marie Adele and Dennis E. Garrett. 1990. “Intercoder Reliability Estimation Approaches in Marketing: A Generalizability Theory Framework for Quantitative Data.”Journal of Marketing Research 27 (May): 185–195.CrossRefGoogle Scholar
  36. Hutt, Michael D. 1995. “Cross Functional Working Relationships in Marketing.”Journal of the Academy of Marketing Science 23 (4): 251–257.Google Scholar
  37. Ittner, Christopher D. and David F. Larker. 1996. “Measuring the Impact of Quality Initiatives on Firm Financial Performance.” InAdvances in the Management of Organizational Quality. Vol. 1. Eds. Soumeh Ghosh and Donald Fedor. Greenwich, CT: JAI, 1–37.Google Scholar
  38. Jacob, Rahul. 1993. “TQM: More Than a Dying Fad?”Fortune, October 18, pp. 66–72.Google Scholar
  39. Jacobson, Robert and David A. Aaker. 1987. “The Strategic Role of Product Quality.”Journal of Marketing 51 (October): 31–44.CrossRefGoogle Scholar
  40. Jaworski, Bernard J. 1988. “Toward a Theory of Marketing Control: Environmental Context, Control Types and Consequences.”Journal of Marketing 52 (3): 23–39.CrossRefGoogle Scholar
  41. — and Ajay K. Kohli. 1993. “Market Orientation: Antecedents and Consequences.”Journal of Marketing 57 (2): 53–71.CrossRefGoogle Scholar
  42. Johnson, W. C. and Richard C. Chvala. 1996.Total Quality Marketing. Delray Beach, FL: St. Lucie Press.Google Scholar
  43. Juran, Joseph M. 1986. “The Quality Trilogy.”Quality Progress 19 (August): 19–24.Google Scholar
  44. — and Frank M. Gryna. 1980.Quality Planning and Analysis. 2d ed. New York: McGraw-Hill.Google Scholar
  45. Katz, Daniel and Robert L. Kahn. 1978.The Social Psychology of Organizations. 2d ed. New York: John Wiley.Google Scholar
  46. Kordupleski, Raymond E., Roland T. Rust, and Anthony J. Zahorik. 1993. “Why Improving Quality Doesn’t Improve Quality (or Whatever Happened to Marketing)?”California Management Review 35 (3): 82–95.Google Scholar
  47. Law, Philip and Laura Cousins. 1991. “Is Quality Market-Led?” InProceedings British Academy of Management Conference. Ed. Richard Wilson. Bath, UK: British Academy of Management, 91–96.Google Scholar
  48. Leonard, Frank S. and Earl W. Sasser. 1982. “The Incline of Quality.”Harvard Business Review 60 (September–October): 163–171.Google Scholar
  49. Maltz, Elliot and Ajay K. Kohli. 1996. “Market Intelligence Dissemination Across Functional Boundaries.”Journal of Marketing Research 33 (February): 47–61.CrossRefGoogle Scholar
  50. Menon, Ajay, Bernard J. Jaworski, and Ajay K. Kohli. 1997. “Product Quality: Impact of Interdepartmental Interactions.”Journal of the Academy of Marketing Science 25 (3): 200–213.CrossRefGoogle Scholar
  51. Menon, Anil, Sundar G. Bharadwaj, and Roy Howell. 1996. “The Quality and Effectiveness of marketing Strategy: Effects of Functional and Dysfunctional Conflict in Intraorganizational Relationships.”Journal of the Academy of Marketing Science 24 (4): 299–313.CrossRefGoogle Scholar
  52. Miller, Danny. 1988. “Relating Porter’s Business Strategies to Environment and Structure: Analysis and Performance Implications.”Academy of Management Journal 31 (2): 280–308.CrossRefGoogle Scholar
  53. Moenaert, Rudy K. and William E. Souder. 1990. “An Analysis of the Use of Extrafunctional Information by R&D and Marketing Personnel: Review and Model.”Journal of Product Innovation Management 7:213–229.CrossRefGoogle Scholar
  54. Moorman, Christine. 1995. “Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes.”Journal of Marketing Research 32 (August): 318–335.CrossRefGoogle Scholar
  55. Narver, John C. and Stanley F. Slater. 1990. “The Effect of a Market orientation on Business Profitability.”Journal of Marketing 54 (4): 20–35.CrossRefGoogle Scholar
  56. Nunnally, Jum C. and Ira H. Bernstein. 1994.Psychometric Theory. 2d ed. New York: McGraw-Hill.Google Scholar
  57. Oakland, John S. 1992.Total Quality Management. 2d ed. Oxford, UK: Heinemann.Google Scholar
  58. O’Neal, Charles R. and William C. Lafief. 1992. “Marketing’s Lead Role in Total Quality.”Industrial Marketing Management 21:133–143.CrossRefGoogle Scholar
  59. Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. 1985. “A Conceptual Model of Service Quality and Its Implications for Future Research.”Journal of Marketing 49 (Fall): 41–50.CrossRefGoogle Scholar
  60. Phillips, Lynn W., Dae R. Chang, and Robert D. Buzzell. 1983. “Product Quality, Cost Position and Business Performance: A Test of Some Key Hypotheses.”Journal of Marketing Research 47 (Spring): 26–43.Google Scholar
  61. Piercy, Nigel F. and Neil A. Morgan. 1994. “The Marketing Planning Process: Behavioral Problems Compared to Analytical Techniques in Predicting Plan Credibility.”Journal of Business Research 29 (3): 167–179.CrossRefGoogle Scholar
  62. Powell, Thomas C. 1995. “Total Quality Management as Competitive Advantage: A Review and Empirical Study.”Strategic Management Journal 16:15–37.CrossRefGoogle Scholar
  63. Reger, Rhonda K., L. T. Gustafson, S. M. Demarie, and J. V. Mullane. 1994. “Reframing the Organization: Why Implementing Total Quality Is Easier Said Than Done.”Academy of Management Review 19(3):565–584.CrossRefGoogle Scholar
  64. Reicheld, Frederick F. and Earl W. Sasser. 1990. “Zero Defections: Quality Comes to Services.”Harvard Business Review 68(September–October): 105–111.Google Scholar
  65. Ruekert, Robert W. and Orville C. Walker. 1987a. “Interactions Between Marketing and R&D Departments in Implementing Different Business Strategies.”Strategic Management Journal 8:233–248.CrossRefGoogle Scholar
  66. —and—. 1987b. “Marketing’s Interaction With Other Functional Units: A Conceptual Framework and Empirical Evidence.”Journal of Marketing 51(1):1–19.CrossRefGoogle Scholar
  67. Rust, Roland T. and Anthony J. Zahorik. 1993. “Customer Satisfaction, Customer Retention and Market Share.”Journal of Retailing 69(Summer): 193–215.CrossRefGoogle Scholar
  68. —,—, and Timothy L. Keiningham. 1995. “Return on Quality (ROQ): Making Service Quality Financially Accountable.”Journal of Marketing 59(April):58–70.CrossRefGoogle Scholar
  69. Schmalensee, Diane H. 1991. “Marketers Must Lead Quality Improvement or Risk Becoming Irrelevant.”Services Marketing Newsletter 7 (1):1–3.Google Scholar
  70. Silk, Alvin J. and Manohar U. Kalwani. 1982. “Measuring Influence in Organisational Purchase Decisions.”Journal of Marketing Research 19(May):165–181.CrossRefGoogle Scholar
  71. Slater, Stanley F. and John C. Narver. 1994. “Does Competitive Environment Moderate the Market Orientation-Performance Relationship.”Journal of Marketing 58(1):46–55.CrossRefGoogle Scholar
  72. Song, X. Michael and Mark E. Parry. 1993. “R&D-Marketing Integration in Japanese High Technology Firms: Hypotheses and Empirical Evidence.”Journal of the Academy of Marketing Science 21(2):125–135.Google Scholar
  73. Stahl, Michael J. 1995.Management: Total Quality in a Global Environment. Cambridge, MA: Blackwell.Google Scholar
  74. Stasch, Stanley F. and Patricia Lanktree. 1980. “Can Your Marketing Planning Procedures Be Improved?”Journal of Marketing 44(2): 79–97.CrossRefGoogle Scholar
  75. St. John, Caron H. and Leslie W. Rue. 1991. “Co-ordinating Mechanisms, Consensus Between Marketing and Manufacturing Groups and Marketplace Performance.”Strategic Management Journal 12:549–555.CrossRefGoogle Scholar
  76. Stone, Eugene F. and John R. Hollenbeck. 1989. “Clarifying Some Controversial Issues Surrounding Statistical Procedures for Detecting Moderator Variables: Empirical and Related Matters.”Journal of Applied Psychology 74(February):3–10.CrossRefGoogle Scholar
  77. Thomas, Kenneth W., Richard E. Walton, and John M. Dutton. 1972. “Determinants of Interdepartmental Conflict.” InIntra-Organizational Decision Making. Eds. M. Tuite, R. Chisolm, and M. Radnor. Chicago: Aldine.Google Scholar
  78. Van de Ven, Andrew and Diane L. Ferry. 1980.Measuring and Assessing Organizations. New York: Free Press.Google Scholar
  79. Varadarajan, P. Rajan and Terry Clark. 1994. “Delineating the Scope of Corporate, Business and Marketing Strategy.”Journal of Business Research 31:93–105.CrossRefGoogle Scholar
  80. Wall, Stephen J. and Charles S. Zeynel. 1991. “The Senior Managers Role in Quality Improvement.”Quality Progress 24(January):66–68.Google Scholar
  81. Weisendanger, Betsy. 1993. “Deming’s Light Dims at Florida Power & Light.”Journal of Business Strategy 14(September–October):60–61.CrossRefGoogle Scholar
  82. Workman, John P. 1993. “Marketing’s Limited Role in New Product Development in One Computer Systems Firm.”Journal of Marketing Research 30(November):405–421.CrossRefGoogle Scholar
  83. Zaltman, Gerald, Karen LeMasters, and Michael Heffring. 1982.Theory Construction in Marketing. New York: John Wiley.Google Scholar
  84. Zeithaml, Valarie A. 1990. “Communicating With Customers About Service Quality.” InService Management Effectiveness. Eds. D. E. Bowen, R. B. Chase, and T. E. Cummings. San Francisco: Jossey-Bass, 369–383.Google Scholar
  85. —, Leonard L. Berry, and A. Parasuraman. 1996. “The Behavioral Consequences of Service Quality.”Journal of Marketing 60(2):31–46.CrossRefGoogle Scholar

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

Personalised recommendations