On the operations/marketing interface: the human factor

Abstract

The analysis of the conflicts that arise upon the presence of the human factor has turned into a separate field of research within the topic of operations/marketing interface. Here, we discuss the most frequently mentioned types of conflicts that can hinder the successful collaboration from the ‘human side'. Finally, some advices regarding the conflict resolution are described in brief. According to the literature, marketers and engineers wear ‘masks' which is required by the function they are working for. It happens because their primary goal is usually to meet the expectations of their direct superiors. This behaviour affects how the receiver perceives the sender’s way of thinking, which hinders the the integration of goals, the quality of communication and the profit-oriented use of market intelligence. As we have seen, these barriers can be overcome by an above-threshold level of cross-training, the rotation of functional leaders, the limitation of formal communication, as well as by helping the development of informal relationships and by decreasing the physical distance between the departments. However, the application of teams can deliver the expected results of getting known with the other function’s goals and constraints only if the teams are carefully designed.