Interfunctional coordination: the role of digitalization

Ruiz-Alba, J., Guesalaga, R., Ayestarán, R. , Morales Mediano, J.

2019 | Ruiz-Alba, J., Guesalaga, R., Ayestarán, R. , Morales Mediano, J.

Journal of Business and Industrial Marketing

Interfunctional coordination: the role of digitalization

Purpose: This research investigates interfunctional coordination (IC) in a B-to-B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC. Design/methodology/approach: Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with five participants); Study 2 (31 in-depth interviews with top executives); Study 3 (online focus group with 9 experts). Findings: One finding is that digitalization is the main driver for IC and can be considered strategic. Other findings show that digitalization can enhance IC, but it was also found that digitalization can have negative side effects on IC. Originality/value: This study contributes to the understanding of the importance of digitalization on IC and also contributes to the conceptualization of IC as a dynamic capability.

Publicado en: Journal of Business and Industrial Marketing

Artículo: ISI , Estrategia, Marketing