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Achieving market or...
Achieving market orientation through cross-functional integration
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- Murillo-Oviedo, Ana Beatriz (författare)
- National University of Costa Rica, Heredia, Costa Rica
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- Pimenta, Márcio Lopes (författare)
- Federal University of Uberlândia, Uberlândia, MG, Brazil
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- Hilletofth, Per (författare)
- Högskolan i Gävle,Jönköping University,JTH, Logistik och verksamhetsledning,Industriell ekonomi,Centrum för logistik och innovativ produktion,Jönköping University, Jönköping, Sweden
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- Reitsma, Ewout (författare)
- Jönköping University,JTH, Logistik och verksamhetsledning,Jönköping University, Jönköping, Sweden
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(creator_code:org_t)
- 2019-08-01
- 2019
- Engelska.
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Ingår i: Operations and Supply Chain Management. - : OSCM. - 1979-3561 .- 2579-9363. ; 12:3, s. 175-185
- Relaterad länk:
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https://doi.org/10.3...
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https://journal.oscm...
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https://urn.kb.se/re...
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https://doi.org/10.3...
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https://urn.kb.se/re...
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Abstract
Ämnesord
Stäng
- The purpose of this study is to understand how cross-functional integration contributes to the market orientation of a company that strives to increase market responsiveness. A case study in the Brazilian beverages industry was conducted and empirical data was collected through fourteen in-depth interviews from various functions within the company. The findings indicate that cross-functional integration enables the company to achieve market orientation through two main processes: product launch and customer complaints. Cross-functional integration enables a company to disseminate knowledge about organizational dynamics at both departmental and individual levels, to generate interdependency, to improve the awareness about the internal needs, and to improve the internal knowledge about the customer. This study shows that practitioners need to establish cross-functional integration, as it contributes to the market orientation of a company. Internal knowledge enables practitioners to create value through products and services, while still preserving the corporate image. It also shows that cross-functional teams and meetings are necessary to achieve market orientation in a company.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- co-ordination
- knowledge management
- market orientation
- interactions
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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