Exploring the antecedents of marketing-operations interface quality and competitive aggressiveness

Abstract

The purpose of the study is to develop a model on Marketing Operations Interface Quality (MOIQ) and Competitive Aggressiveness (CA). The model is developed by establishing the relationship between MOIQ and CA with Enacting Organisational Environment (EOE), Management Support (MS) and Human Resource Management Development (HRDM). The study is conducted by a structured survey questionnaire on 413 managers related to manufacturing organisations in India, employed in both private and public-sector firms. The data were analysed using structural equation modelling. The results of the study indicated goodness of fit of the model having independent variables Enacting Organisational Environment, Management Support and Human Resource Management Development. The dependent variables of the model were Marketing Operations Interface Quality and Competitive Aggressiveness.