Enhancing Supply Chain Cross-Functional Collaboration between Marketing and Logistics

Abstract

Neither the intrafirm behaviours that may improve collaborative marketing/logistics integration nor the potential payoffs of such a major undertaking are well understood at now. In a nutshell, what actions could businesses take to encourage cross-functional integration between marketing and logistics? What are the possible benefits? This article seeks to answer these issues by investigating the connections between the effectiveness of marketing and logistics departmental integration, cross-functional collaboration, and distribution service performance.