An empirical examination on the links of cross-functional integration of production-marketing, BTO competitiveness and performance

Zhixiang Chen

European Journal of Management Studies, 2022, vol. 27, issue 2, 173-203

Abstract: Purpose - This paper is to explore how cross-functional integration (CFI) of production-marketing can impact the firm's build-to-order (BTO) competitiveness, marketing performance (MP) and financial performance (FP). Design/methodology/approach - Empirical study with the structural equation modeling approach is applied. Six hypotheses are constructed and tested based on survey data collected from Chinese manufacturing firms. Findings - The survey data supports that production-marketing integration (PMI) improves BTO competitiveness (BTOC) and MP and that BTOC also positively affects marketing outcome which, in turn, impacts a firm's FP. The results reveal that CFI of production-marketing is an effective approach for achieving the BTO manufacturing strategy and can improve organizational performance. Originality/value - The paper uncovers the role of CFI of production-marketing in BTO manufacturing strategy and its impacts on a firm's MP and FP and provides important managerial implications for practitioners to improve organizational time-based competitiveness and performance in today's time-based competition era.

Keywords: Manufacturing strategy; Production-marketing integration; Build-to-order competitiveness; Performance; Empirical study (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejmspp:ejms-06-2021-0053

DOI: 10.1108/EJMS-06-2021-0053

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