Title: Developing dimensions of the marketing-operations alignment construct

Authors: Kedwadee Sombultawee; Sakun Boon-itt

Addresses: Department of Marketing, Thammasat Business School, Thailand ' Department of Operations Management, Thammasat Business School, Thailand

Abstract: This paper develops a theoretical dimensional model of marketing-operations alignment that can be used to align strategic, tactical, and operational priorities within the organisation. Results are derived from case studies at four firms in different industries in Thailand. Data was collected using in-depth interviews with marketing and operations managers and top leadership and analysed using template analysis. The analysis found five dimensions of marketing-operations alignment, including leadership strategy, information exchange, decision coordination, performance evaluation, and reward systems. These findings supported the development of a dimensional process model of marketing-operations alignment, beginning the development of an integrative theory of marketing-operations alignment. The study provides a template for implementation in the organisation and identifies opportunities for further research. The findings imply that marketing-operations alignment should be a concern for managers, although the research is limited in that the model is not yet fully developed.

Keywords: marketing-operations alignment; market orientation; coordination decision; reward system; information exchange; leadership strategy; performance evaluation; template analysis; multiple case studies.

DOI: 10.1504/IJSOM.2021.117640

International Journal of Services and Operations Management, 2021 Vol.39 No.4, pp.563 - 582

Received: 26 Sep 2018
Accepted: 05 Jun 2019
Published online: 20 Sep 2021 *

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