The Relationship between marketing performance,logistics performance and company performance for retail companies

Abstract

The objective of this research is to demonstrate the importance of logistics and marketing to overall company performance. The focus is on the relationship between logistics and marketing, because, in the intra-organisational context, the different perspectives of these two functions can lead to conflict between short-term objectives. Consequently, effective coordination between these two organisational units, not only at an intra-organisational, but also at an inter-organisational level, is extremely important. The theoretical assumptions are tested empirically through an investigation of the retailing industry.