Understanding the role of marketing-purchasing collaboration in industrial markets:The case of Russia

Smirnova, Maria and Henneberg, Stephan C. and Ashnai, Bahar and Naudé, Peter and Mouzas, Stefanos (2011) Understanding the role of marketing-purchasing collaboration in industrial markets:The case of Russia. Industrial Marketing Management, 40 (1). pp. 54-64. ISSN 0019-8501

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Abstract

This study aims to investigate the role of interfunctional collaboration between marketing and purchasing functions in industrial companies. Interfunctional collaboration is considered as a measure of the internal alignment and partnership between departments in the firm, which in turn contributes to the creation of sustainable advantages via improved external partnerships and facilitating demand chain integration. We test the impact of customer orientation as well as the interactions between departments (specifically marketing and purchasing) as collaboration antecedents, and analyze the direct impact of marketing-purchasing collaboration on business performance. The model is tested on a sample of 148 industrial companies in Russia with two key respondents in each firm, incorporating the purchasing as well as the marketing perspective. The results show that marketing-purchasing collaboration mediates the effects of interfunctional interaction as well as customer orientation on business performance. Alternative model testing shows that the direct effects of these antecedent constructs on performance are non-significant in the context of Russian industrial companies.

Item Type:
Journal Article
Journal or Publication Title:
Industrial Marketing Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
165537
Deposited By:
Deposited On:
03 Feb 2022 10:10
Refereed?:
Yes
Published?:
Published
Last Modified:
01 Mar 2022 06:05