Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones

This paper first introduces the purposes and processesof the Marketing Science Institute’s Workshop on “Interfunctional Interfaces: The Management of Corporate Fault Zones”. The motivatingissues of value migration and market orientation are considerednext followed by discussion of marketing’s paradigm shift. Thelast half of the paper deals with several management problemsand research issues which were identified during the workshop.Hopefully, these questions and research needs will help to acceleratedevelopment of research into these interface issues.