Freitas, Marlos Rocha de; Pimenta, Márcio Lopes; … - In: Asia Pacific Journal of Marketing and Logistics 32 (2020) 3, pp. 817-839
Purpose: The purpose of this study is to investigate how cross-functional integration supports the execution of the demand-side processes and its effects on both the demand and supply-side processes. Design/methodology/approach: A case study was conducted including a Brazilian multinational...