ABSTRACT

Since Shapiro’s (1977) article “Can Manufacturing and Marketing Coexist?”, scholars have pursued the study of Production and Operations Management (POM) and marketing interfaces. Based on systems theory, prior studies have classified interface research into three domains: 1) Input; the situational context in terms of individual, function, interdepartmental, organization, product, and market, 2) Process; the level (Strategic, Tactical, and Operational) of decision-making interaction, and 3) Output; the tangible result of the interface (Parente 1998). In this chapter, we describe developments in each domain.