INTEGRATION BETWEEN OPERATION AND MARKETING FUNCTIONS IN THE VALUE CHAIN: STILL A MISSING LINK?

摘要

A growing number of studies attempt to analyze the dynamics of knowledge management among different functional areas, hierarchical levels and among different organizations. Since both processes can enhance organizational performance and competitiveness, companies need to create capabilities to attain it. We analyze in this article how companies are seeking to create intra and inter-organizational networks in order to create their capabilities, more specifically, the integration between marketing and manufacturing in order to do so. We have carried out a study with the food and machines industries located in the south of Brazil, that analyses capability creation from knowledge integration.