Author:
Ruiz-Alba José L.,Guesalaga Rodrigo,Ayestarán Raquel,Morales Mediano Javier
Abstract
Purpose
This paper aims to investigate interfunctional coordination (IC) in a B2B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC.
Design/methodology/approach
Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with 5 participants), Study 2 (31 in-depth interviews with top executives) and Study 3 (online focus group with 9 experts).
Findings
One finding is that digitalization is the main driver for IC and can be considered strategic. Other findings show that digitalization can enhance IC, but it was also found that digitalization can have negative side effects on IC.
Originality/value
This study contributes to the understanding of the importance of digitalization on IC and also contributes to the conceptualization of IC as a dynamic capability.
Subject
Marketing,Business and International Management
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