Processes and Integration in the Interaction of Purchasing and Marketing: Considering Synergy and Symbiosis

Mark A. Toon, Robert E. Morgan, Adam Lindgreen, Joelle Vanhamme, Martin Hingley

Research output: Contribution to journalJournal articleResearchpeer-review

36 Downloads (Pure)

Abstract

Effective integration of both purchasing and marketing functions is central to effective value creation and alignment of an organization with its business environment. Rapidly changing environments create gaps in the value creation process that compromises the delivery of value to the customer and risk misalignment of value propositions to their needs. Despite the clear imperative for research in this area, the extant literature is partial and delivers limited coherence. Ours is a theoretical article that—in drawing on previous literature—introduces the new work collected in this special issue and considers this against our own empirical evidence. We present a framework that maps out the landscape of internal organizational integration with a particular emphasis on purchasing and marketing integration. Implications for theory and managers are explored.
Original languageEnglish
JournalIndustrial Marketing Management
Volume52
Pages (from-to)74–81
Number of pages8
ISSN0019-8501
DOIs
Publication statusPublished - 2016
Externally publishedYes

Cite this