Call for papers: Interface between Marketing and Operation Management

A special issue of International Journal of Management and Decision Making

Under today’s competitive business environment characterised by intense competition, increasing globalisation and established customer reference, a firm’s success in marketplace is not only dependent on a firm’s operation, but also reliant on the coordinated action of the whole supply chain. Competition has shifted to battles between entire supply chains rather than battles between individual firms, and inter-firm co-ordination has become a necessity. Typically, a famous brand could be brought down suddenly due to an accident from its upper supply partner.

While marketing has been developing and refining its approach and contribution to supply chain management, so too has operations management. The importance of better managing the interface between marketing and operations has been well understood by both academics and practitioners for a long time. Conflicts arise naturally between these functions since marketing wants to increase product diversity while manufacturing wants to reduce it through longer and more stable production runs of a narrower product line (Shapiro, 1977).

The coordination between marketing and operations has emerged as an important area of research in recent years. To facilitate and advocate the market-operation related research with a supply chain perspective, this special issue focuses on the interface between marketing and operation management. We invite academic researchers and practitioners to contribute original research articles in the issues pertinent to managing different aspects of this interface. We are interested in the articles that stem from actual real-world operations/production/marketing issues and decisions faced by managers. Conceptual, modelling, empirical, meta-analysis review papers related to the interface would be appropriate for this special issue.

Suitable topics include but are not limited to:

• The effects of price, advertising/promotion and product decisions on demand and their combined effects on demand management and capacity planning decisions
• Coordination of operations management and marketing
• Supply chain issues and their interaction under different market segments
• Analytical and empirical comparisons of different market mechanisms
• Kinds of organisational design structures that promote better marketing/operations co-ordination
• New product and service design methodologies

Important Dates
Submission deadline: 30 June, 2013 (extended)
Notification of status & acceptance of paper: 31 August, 2013
Final version of paper: 15 December, 2013