Exploring the relationship between marketing and operations: Neural network analysis of marketing decision impacts on delivery performance

Alex Marques, Daniel Pacheco Lacerda, Luís Felipe Riehs Camargo and Rafael Teixeira

International Journal of Production Economics, 2014, vol. 153, issue C, 178-190

Abstract: This study has the objective of exploring the relationship between two functional areas: marketing and operations. This relationship has been the focus of attention of other scholars, but much remains to be done in terms of providing a better understanding of it. To help fill this gap, we analyze the impact of marketing decisions on delivery performance. More specifically, we seek to know how sales, sellers, promotion and other variables that characterize marketing decisions impact delivery performance. We collected data about marketing decisions and delivery performance for a period of 30 months in a large manufacturing company in Brazil. We performed an artificial neural network analysis to assess how these marketing decision variables impact delivery performance variables in the company analyzed. Results show that seller characteristics are the variables that have the greatest impact on the performance of delivery operations.

Keywords: Marketing; Operations; Performance; Relationship between marketing and operations; Delivery (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0925527314000693
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:proeco:v:153:y:2014:i:c:p:178-190

DOI: 10.1016/j.ijpe.2014.02.020

Access Statistics for this article

International Journal of Production Economics is currently edited by Stefan Minner

More articles in International Journal of Production Economics from Elsevier
Bibliographic data for series maintained by Catherine Liu ().