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Exploring the relationship between marketing and operations: Neural network analysis of marketing decision impacts on delivery performance

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  • Marques, Alex
  • Lacerda, Daniel Pacheco
  • Camargo, Luís Felipe Riehs
  • Teixeira, Rafael

Abstract

This study has the objective of exploring the relationship between two functional areas: marketing and operations. This relationship has been the focus of attention of other scholars, but much remains to be done in terms of providing a better understanding of it. To help fill this gap, we analyze the impact of marketing decisions on delivery performance. More specifically, we seek to know how sales, sellers, promotion and other variables that characterize marketing decisions impact delivery performance. We collected data about marketing decisions and delivery performance for a period of 30 months in a large manufacturing company in Brazil. We performed an artificial neural network analysis to assess how these marketing decision variables impact delivery performance variables in the company analyzed. Results show that seller characteristics are the variables that have the greatest impact on the performance of delivery operations.

Suggested Citation

  • Marques, Alex & Lacerda, Daniel Pacheco & Camargo, Luís Felipe Riehs & Teixeira, Rafael, 2014. "Exploring the relationship between marketing and operations: Neural network analysis of marketing decision impacts on delivery performance," International Journal of Production Economics, Elsevier, vol. 153(C), pages 178-190.
    • Handle: RePEc:eee:proeco:v:153:y:2014:i:c:p:178-190
    DOI: 10.1016/j.ijpe.2014.02.020
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    References listed on IDEAS

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    Cited by:

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    2. Kwon, He-Boong & Lee, Jooh & Choi, Laee, 2022. "Dynamic interplay of operations and R&D capabilities in U.S. high-tech firms: Predictive impact analysis," International Journal of Production Economics, Elsevier, vol. 247(C).
    3. Sombultawee, Kedwadee & Boon-itt, Sakun, 2018. "Marketing-operations alignment: A review of the literature and theoretical background," Operations Research Perspectives, Elsevier, vol. 5(C), pages 1-12.
    4. Barbosa, Luziane Machado & Lacerda, Daniel Pacheco & Piran, Fabio Antonio Sartori & Dresch, Aline, 2017. "Exploratory analysis of the variables prevailing on the effects of product modularization on production volume and efficiency," International Journal of Production Economics, Elsevier, vol. 193(C), pages 677-690.
    5. Becker, Till & Illigen, Christoph & McKelvey, Bill & Hülsmann, Michael & Windt, Katja, 2016. "Using an agent-based neural-network computational model to improve product routing in a logistics facility," International Journal of Production Economics, Elsevier, vol. 174(C), pages 156-167.
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    8. Titah, Ryad & Shuraida, Shadi & Rekik, Yacine, 2016. "Integration breach: Investigating the effect of internal and external information sharing and coordination on firm profit," International Journal of Production Economics, Elsevier, vol. 181(PA), pages 34-47.
    9. Kamila Migdał-Najman & Krzysztof Najman & Sylwia Badowska, 2020. "The GNG neural network in analyzing consumer behaviour patterns: empirical research on a purchasing behaviour processes realized by the elderly consumers," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 14(4), pages 947-982, December.
    10. Sardana, Deepak & Terziovski, Mile & Gupta, Narain, 2016. "The impact of strategic alignment and responsiveness to market on manufacturing firm's performance," International Journal of Production Economics, Elsevier, vol. 177(C), pages 131-138.
    11. Machado, Mariana Paim & Abreu, Jaqueline Lilge & Morandi, Maria Isabel Motta & Piran, Fabio Sartori & Lacerda, Daniel Pacheco, 2023. "Exploratory decision robustness analysis of the theory of constraints focusing process using system dynamics modeling," International Journal of Production Economics, Elsevier, vol. 260(C).
    12. He-Boong Kwon & Jooh Lee & Laee Choi, 2023. "Dynamic interplay of environmental sustainability and corporate reputation: a combined parametric and nonparametric approach," Annals of Operations Research, Springer, vol. 324(1), pages 687-719, May.

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