Integration between Marketing, Logistics and Production: an exploratory study within the touch points

• Grant number: 11/01657-8
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: May 01, 2011
• End date: April 30, 2012
• Field of knowledge: Engineering - Production Engineering - Production Management
• Principal Investigator: Andrea Lago da Silva
• Grantee: Guilherme Hernandes Vasconcellos Lombardi
• Host Institution: Centro de Ciências Exatas e de Tecnologia (CCET). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil

Abstract

The integrations between Marketing, Logistics and Production increases the capacity of organizations to identify, crate and deliver customer value. However little is known about the interfaces between these functions. This study aims in identifying which activities executed by these functions require interfunctional integration, here defined as touch points. Thus, a bibliographic review followed by a case study in a big Brazilian beverage company was conducted. There were identified many activities both in theory and practice that depend on the integration in terms of dyads and triads as well as the main integration factors. The results highlight the activities of demand forecast and customer service in the relationship between the functions of Marketing, Logistics and Production. (AU)

Scientific publications

(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)

ANDREA LAGO DA SILVA; GUILHERME HERNANDES VASCONCELLOS LOMBARDI; MÁRCIO LOPES PIMENTA. Alinhamento interfuncional: um estudo exploratório sobre os pontos de contato entre marketing, logística e produção. Gestão & Produção, v. 20, n. 4, p. 863-881, 2013-00-00. (09/05160-0, 11/01657-8)