The purpose of this paper is to consolidate existing knowledge and theories on marketing-operations alignment and theoretical background for this organizational alignment. The research used a qualitative literature review approach to identify key contributions to this area and incorporate them...

Purpose: This paper aims to study a scale development and validation process for an integrative marketing–operations alignment (MOA) theory. This theory was derived from several distinct theories that have attempted to explain the interaction between marketing and operations functions of...

Purpose: The purpose of this study is to explore an integrative model of supplier success, using a case study of the Thai high-technology firms. The study focuses on buyer-supplier relationships of information systems (IS), including bundles of hardware, software and services because these...