NORMS THAT DISTINGUISH BETWEEN MARKETING AND MANUFACTURING

We report an exploratory study on the norms that distinguish marketing departments from manufacturing departments across organizations. A qu estionnaire was sent to the marketing managers and manufacturing manag ers of 125 companies located in Virginia (250 managers total). After t wo mailing waves, 77% and 68% of marketing managers and manufacturing managers had responded, respectively. The findings of logistic regress ion analyses indicate certain norms where the two departments have com mon differences. Most notably, perceptions of dependencies between mar keting and manufacturing appear as a significant set of distinguishing norms. We believe that these norm differences should be recognized be cause they may act as an impediment to the successeful implementation of a market orientation.