Marketing’s Inter-functional Interfaces: The MSI Workshop on Management of Corporate Fault Zones

This paper first introduces the purposes and processes of the Marketing Science Institute’s Workshop on “Inter-functional Interfaces: The Management of Corporate Fault Zones”. The motivating issues of value migration and market orientation are considered next followed by a discussion of marketing’s paradigm shift. The last half of the paper deals with several management problems and research issues that were identified during the workshop. Hopefully, these questions and research needs will help to accelerate the development of research into these interface issues.