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Development of market-oriented strategies through cross-functional integration in the context of the food and beverage industry
Universidad Nacional, Costa Rica.
Federal University of Uberlândia, Brazil.
Federal University of São Carlos, Brazil.
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Industrial Management, Industrial Design and Mechanical Engineering, Industrial Management. University of Gävle, Center for Logistics and Innovative Production. Jönköping University, Sweden.ORCID iD: 0000-0002-8305-4412
2021 (English)In: Business Process Management Journal, ISSN 1463-7154, E-ISSN 1758-4116, Vol. 27, no 3, p. 901-921Article in journal (Refereed) Published
Abstract [en]

Purpose

The objective of this study is to analyze how cross-functional integration contributes to the development of market-oriented strategies in the context of food and beverage manufacturers in Latin America.

Design/methodology/approach

A multi-case study was conducted in two multinational companies in Costa Rica and Brazil. Twenty-four semi-structured interviews were carried out with managers, leaders and supervisors.

Findings

The results showed four market-oriented processes: product launch, product delivery, customer complaints solution and improvement and innovation projects. Within these processes, 12 integration factors that impact market orientation were characterized. They also indicate that the concepts of market orientation and cross-functional integration should be integrated in the organizational culture to facilitate the understanding of the different needs and levels of urgency.

Originality/value

The studied literature does not emphasize the way integration is operationalized to allow organizations to be market oriented. According to our findings, responsive strategies depend on the integration of various internal functions to generate market intelligence. Managers must realize that when the workers are motivated and informed, they become more willing to take on a group vision and commit to organizational goals. This paper presents seven propositions on the operationalization of market orientation through cross-functional integration.

Place, publisher, year, edition, pages
Emerald , 2021. Vol. 27, no 3, p. 901-921
Keywords [en]
Cross-functional integration, Market orientation, Responsiveness, Food industry
National Category
Economics and Business Other Mechanical Engineering
Research subject
Intelligent Industry
Identifiers
URN: urn:nbn:se:hig:diva-34137DOI: 10.1108/BPMJ-03-2020-0106ISI: 000590880200001Scopus ID: 2-s2.0-85094853715OAI: oai:DiVA.org:hig-34137DiVA, id: diva2:1476896
Available from: 2020-10-15 Created: 2020-10-15 Last updated: 2021-05-26Bibliographically approved

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Hilletofth, Per

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf