Achieving Market Orientation Through Cross-Functional Integration

Abstract

The purpose of this study is to understand how crossfunctional integration contributes to the market orientation of a company that strives to increase market responsiveness. A case study in the Brazilian beverages industry was conducted and empirical data was collected through fourteen in-depth interviews from various functions within the company. The findings indicate that cross-functional integration enables the company to achieve market orientation through two main processes: product launch and customer complaints. Crossfunctional integration enables a company to disseminate knowledge about organizational dynamics at both departmental and individual levels, to generate interdependency, to improve the awareness about the internal needs, and to improve the internal knowledge about the customer. This study shows that practitioners need to establish cross-functional integration, as it contributes to the market orientation of a company. Internal knowledge enables practitioners to create value through products and services, while still preserving the corporate image. It also shows that cross-functional teams and meetings are necessary to achieve market orientation in a company.

How a Digital Platform Transforms the Value Proposition in Purchasing and Buyer-Supplier Relationship Management

“…It is worth mentioning in this context that relationships developed with suppliers with high innovation potential are perceived as a valuable, rare, unlimited and unchangeable resource (Yan et al, 2017). Cross-functional integration leads to the dissemination of knowledge about organisational dynamics, market intelligence and customer needs on both a departmental and individual level as well as helping to generate interdependency among functions (Murillo-Oviedo et al, 2019). In turn, elements of external integration with suppliers include the exchange of information through ICT, strategic partnerships and a joint commitment to business processes (Cousins et al, 2006).…”

Marketing orientation as a basis for retail structures’ innovative development

“…-searching for new ways to maximize customer satisfaction through the use of instrumental and methodological marketing apparatus and ensuring innovative development based on new opportunities to meet customer needs [24,25];…”

Development of market-oriented strategies through cross-functional integration in the context of the food and beverage industry

“…First of all, it is important to clarify that this paper is derived from a project that received a relevant research grant from a Brazilian agency (FAPEMIG) and also from OEA. A preliminary and exploratory part of the results of this project is available in Murillo-Oviedo et al (2019). However, the results shown by Murillo-Oviedo et al (2019) are very exploratory.…”

“…A preliminary and exploratory part of the results of this project is available in Murillo-Oviedo et al (2019). However, the results shown by Murillo-Oviedo et al (2019) are very exploratory. On the other hand, this paper focused on a relevant theoretical contribution, as it presents a solid theoretical review to support the research problem.…”