| Full text | |
| Author(s): |
Total Authors: 3
|
| Affiliation: | [1] Universidade Federal de São Carlos. Departamento de Engenharia de Produção - Brasil
[2] Universidade Federal de São Carlos. Departamento de Engenharia de Produção - Brasil
[3] Universidade Federal de Uberlândia. Faculdade de Gestão e Negócios - Brasil
Total Affiliations: 3
|
| Document type: | Journal article |
| Source: | Gestão & Produção; v. 20, n. 4, p. 863-881, 2013-00-00. |
| Abstract | |
The cross-functional integration among Marketing, Logistics, and Production activities is essential for the coordination of demand and supply, and the interfunctional alignment represents an important step towards achieving it. The objective of this paper is to identify the main points of contact among Marketing, Logistics, and Production. Based on a literature review, a semi-structured guide was used for conducting 19 interviews in a beverage company. Based on the content analysis of the transcripts, many points of contact were found between the dyads formed by the three functions, and only one was found within the triad - the Product Launch. However, it was observed that the respondents indirectly mentioned other points of contact that required the assistance of a third function such as forecasting, promotion, transportation (delivery), service level, production planning/scheduling, logistics capacity planning, and packaging. Among the contributions of this article, it is possible to highlight the deeper understanding of the cross-functional alignment among the three functions at the tactical and operational level and their contribution to the achievement of broader organizational goals, such as the service level offered to customers. (AU) | |
| FAPESP's process: | 11/01657-8 - Integration between Marketing, Logistics and Production: an exploratory study within the touch points |
| Grantee: | Guilherme Hernandes Vasconcellos Lombardi |
| Support Opportunities: | Scholarships in Brazil - Scientific Initiation |
| FAPESP's process: | 09/05160-0 - The integration between marketing, logistics, and production in a new context of operations management |
| Grantee: | Andrea Lago da Silva |
| Support Opportunities: | Scholarships abroad - New Frontiers |