Piercy, Nigel F.. (2009) Strategic relationships between boundary-spanning functions : Aligning customer relationship management with supplier relationship management. Industrial Marketing Management, Vol.38 (No.8 Sp. Iss. SI). pp. 857-864. ISSN 0019-8501

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Abstract

This review focuses on the potential impact of enhanced strategic relationships between the boundary-spanning functions in supplier organizations. Specifically, the concern is with alignment between the organizational groups managing: marketing, sales and strategic account management; purchasing and supply strategy: and, collaborations and external partnerships. The topic is framed by the organizational evolution being driven by market change, and the search for superior innovation capabilities and business agility. These changes bring new challenges in cross-boundary integration and managing complex market networks. The logic is that strategic external relationships (with customers, supplier and partners) should be mirrored in strategic internal relationships (between the functions with lead responsibilities for managing relationships with customers, supplier and partners). Approaches to enhancing this capability include process management, internal partnering strategies and internal marketing activities. The discussion identifies a number of implications for practice and new research directions. (C) 2009 Elsevier Inc. All rights reserved.

Item Type:	Journal Article
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Industrial Marketing Management
Publisher:	Elsevier Inc.
ISSN:	0019-8501
Official Date:	November 2009
Volume:	Vol.38
Number:	No.8 Sp. Iss. SI
Number of Pages:	8
Page Range:	pp. 857-864
Identification Number:	10.1016/j.indmarman.2009.03.015
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/16805

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