-
The Experience
-
About Stanford GSB
About Our Degree Programs
-
-
The Programs
-
Full-Time Degree Programs
Non-Degree & Certificate Programs
-
-
Faculty & Research
-
Faculty
Faculty Research
Research Hub
Centers & Initiatives
-
-
Insights
-
Topics
-
-
Alumni
-
Welcome, Alumni
-
-
Events
-
Admission Events & Information Sessions
-
Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones
Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones
Journal of Market Focused Management. November
11, 1997, Vol. 2, Issue 1, Pages 7-26
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.