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

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 the 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 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. (Reprinted by permission of the publisher.)

Quality control, Marketing management, Interorganizational relations

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Customer satisfaction measurement and management: a processual analysis

Article Abstract:

Considerable emphasis has been placed on customer satisfaction (CS), but little work has been undertaken on the processual issues which are bound up with the adoption of CS measurement systems by companies. Recent research has looked at the need to extend both research and managerial agenda to take into account the multi-dimensionality of organisational process. It was found that the measurement and use of CS data is closely linked with market strategies of service and quality, high profit/volume and competitive differentiation.

Customer satisfaction

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The impact of lean thinking and the lean enterprise on marketing: Threat or synergy?

Article Abstract:

Marketing theory and practice has been largely ineffective in responding to fundamental challenges posed by developments in other disciplines, such as total quality management and business process re-engineering. The latest cross-disciplinary challenge is the emergence of 'lean thinking' and the concept of a 'lean enterprise'. The ways in which lean thinking relates to the marketing process are discussed.

Marketing, Methods

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