Manufacturing integration with R&D and marketing: still a cross-functional gap?
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2011
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A growing number of studies attempt to analyze the dynamics of integration among different functional areas. Manufacturing, R&D and marketing integration is a constant concern in management research since the classic articles of Shapiro and Crittenden thirty years ago. This study analyzes manufacturing, R&D and marketing integration, using a survey methodology. We compare how the manufacturing's actions are integrated to the activities along the value network. Companies from food and machinery industries composed the sample. We analyzed the levels of integration into each industry and from a cross-industry approach. The results suggest the existence of a lack of integration between manufacturing and marketing when compared to the level of manufacturing integration with other functional areas, especially R&D.