Sombultawee, Kedwadee; Boon-Itt, Sakun - In: Journal of Business & Industrial Marketing 35 (2020) 12, pp. 2079-2095
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...