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EMAC 2019 Annual Conference

Marketing - Operations Alignment: Scale Development and Validation

Published: May 28, 2019


Kedwadee Sombultawee, Thammasat University; Sakun Boon-itt, Thammasat business school


Marketing-operations alignment; Configuration theory; strategic orientation


The purpose of this study was to advance the state of knowledge regarding cross-functional alignment between marketing and manufacturing. The study used configuration theory as the basis for explaining how and why this internal alignment develops within the firm. The objectives of the study included establishing a concept of marketing-operations alignment, developing and validating a measure of marketing-operations alignment in manufacturing firms, and to test the relationship of marketing-operations alignment and key strategic orientations (customer orientation and competitor orientation). A preliminary survey (n = 319 firms) was used to evaluate the reliability and validity of the dimensional factor structure of the marketing-operations alignment construct and the proposed relationships within the framework. The results of the study validated the marketing-operations alignment construct and the instrument developed to measure marketing-operations alignment in the firm. This instrument and its underlying theory provides tools for evaluating functional alignment within the firm.


Associate Professor Dr. Sakun Boon-itt Department of Operations Management, Thammasat Business School, Thailand