Value creation through enriched marketing–operations interfaces: an empirical study in the printed circuit board industry
Journal of Operations Management · 2002 · Volume 20 · Issue 3
DOI: 10.1016/S0272-6963(02)00006-2
Abstract
The paper examines the short-term capacity interface between marketing and operations, i.e. marketing–operations interface (MOI) in relation to customer value. A field study involving 10 firms in the printed circuit board (PCB) manufacturing industry was used to develop a conceptual framework and measures of the constructs. Subsequently, a 180-plant PCB industry survey was used to test the model, finding support for the proposed relationship between MOI effectiveness and customer value.
Keywords
Interfaces, Marketing, Communication, Customer, Value, Capacity
Enable JavaScript for citation tools and additional paper interactions.