Impacts of marketing decisions on delivery performance and flexibility of the operations area

Abstract

PurposeThe purpose of this paper is to investigate the relations in the Marketing/Operations interface through the analysis of data of the operational reality of a Brazilian company with a low technological intensity. The study aims to quantify and determine the impacts of marketing decisions on delivery performance and on flexibility of the operations area.Design/methodology/approachA longitudinal case study was conducted and the variables used in the model were derived from established theories and were evaluated with artificial neural networks. The case of a food manufacturing company was selected to reflect the relations in the marketing/operations interface of a low technological intensity enterprise.FindingsThe results show that the decisions on Place/Channel, Price and Product dimensions of marketing exert a significant impact on flexibility and delivery performance of the operation area.Research limitations/implicationsThe findings of the case study cannot be generalised and the outcomes are specific to just one firm. However, the approach lends itself to replication, particularly within low technological intensity companies.Originality/valuePrior studies have focussed on coordination among functional areas as marketing and operations at higher levels of abstraction. The study contemplate empirical propositions through the data analysis of a company with a low technological intensity that can be used to improve managers' decisions and alignment in the Marketing/Operation Interface.

Eficiência e benchmarking interno

“…O conceito de benchmarking é entendido como um processo contínuo e sistemático para avaliação de produtos, serviços e processos de trabalho em organizações reconhecidas pelas suas melhores práticas, com o propósito de buscar a melhoria organizacional (Finger et al, 2022). Nesse contexto, o benchmarking é visto como um parâmetro de comparação entre o desempenho de organizações, produtos, processos e serviços.…”

“…Definiu-se o modelo DEA CRS para análise por ser o modelo normalmente recomendado para análises de benchmarks internos (Piran et al, 2021). Este modelo permite uma avaliação direta da eficiência global e identifica as origens das ineficiências encontradas, construindo uma superfície linear por partes (Finger et al, 2022). Um ponto que corrobora para que seja usado o modelo CRS é o de que nessa pesquisa, as DMU's analisadas possuem escalas e amplitudes similares uma das outras, formando uma função de produção linear no qual a inclinação da reta representa os rendimentos constantes de escala (Piran et al, 2021).…”