Operations strategies, whether prompted by competitive or regulatory forces, can greatly impact firm performance. While operations strategies cover a wide spectrum of issues - supply chain management, technology choice, capacity allocation, etc. - this dissertation focuses on two such issues,...

Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in Leadership and Organization Development Journal, published by and copyright MCB Up Ltd.

The purpose of this paper is to consolidate existing knowledge and theories on marketing-operations alignment and theoretical background for this organizational alignment. The research used a qualitative literature review approach to identify key contributions to this area and incorporate them...