Cross-Functional Integration at the Frontline of the Retail Channel

Abstract

Cross-functional integration has become critical in the retail industry in part because marketing events have become more complex and increasingly more dependent on frontline employees for implementation. In recent years, research has highlighted the importance of marketing and logistics managers working together for marketing execution (Esper et al., 2010; Ellinger et al., 2006), but little is known about cross-functional integration at the frontline (Arndt et al., 2012). This research explores cross-functional integration across the frontline networks of two different distribution structures within a consumer package goods (CPG) firm. Thus, the integration literature will be extended beyond the corporate or team level, to the frontline of the firm. Further, this research expands knowledge of the contexts in which cross-functional integration takes place by investigating multiple ways frontline employees interact.