The impact of marketing/HR interactions on marketing strategy implementation

Abstract

It is increasingly being recognised that cross‐unit working relationships have a key role to play in the successful implementation of marketing decisions. Although there is a substantial body of literature on marketing's interactions with other functions, particularly technical units such as R&D, within the context of the new product development (NPD) process, linkages between marketing and human resources (HR) have not been empirically investigated although they are widely advocated in both the marketing and HR management literatures. The conceptual model presented and tested in this paper focuses on the antecedents of effective marketing/HR interactions and posits successful marketing strategy implementation as an outcome of these. Results from a study of UK service organisations suggest that implementation effectiveness is affected negatively by conflict and positively by communication and specifically, interpersonal, not written. In turn, these interdepartmental dynamics are affected by senior management support, joint reward systems, and informal integration. A number of conclusions are drawn which have important implications for managers and researchers alike.

Citation

Chimhanzi, J. (2004), "The impact of marketing/HR interactions on marketing strategy implementation", European Journal of Marketing, Vol. 38 No. 1/2, pp. 73-98. https://doi.org/10.1108/03090560410511131