Across the manufacturing‐marketing interface Classification of significant research

Abstract

This article classifies the significant research in the marketing‐manufacturing interface using a framework in three dimensions: process versus outcome, level of interaction (strategic, tactical, or operational), and consideration of situational dimensions. The classification demonstrates that research is limited in specific areas including the consideration of the situational dimensions. Aggregation of topics at the strategic level of the interaction is needed to further research in this area. In addition, it is noted that customer input or measures of either the interaction or performance are important in this literature.