Browsing Artículos científicos by Author "c56f1619-486b-4dfc-bd11-7e4a9650099a"
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Achieving Market Orientation Through CrossFunctional Integration
Pimenta, Marcio; Reitsma, Ewout; Murillo-Oviedo, Ana Beatriz; Hilletofth, Per (Operations and Supply Chain Management Forum, 2019)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 ...