The marketing-finance interface: A relational exchange perspective

In marketing theory and practice the concept of relational exchanges has ga ined wide popularity particularly with regards to external exchange parties , such as consumers and marketing channel intermediaries. However, the conc ept of relational exchange could also be applied to marketing interfaces (i .e., marketing's cross-functional relationships). Particularly, the marketi ng-/inance interface is vital to corporate success as strong interdependenc ies between the two departments exist. In this article, we focus on five he y determinants of a mutual relationship attitude between both functions. Th e results of an empirical study reveal that particularly resource dependenc e, procedural fairness and inter functional rivalry exert an influence on t he relational attitude of marketing and finance managers. In addition. whil e resource dependence is viewed as a basis for a relational attitude by bot h types of functional managers, from a marketing perspec tive procedural fa irness is perceived as an additional determinant of their relationship with finance. In contrast, according refinance managers, the negative influence of interfunctional rivalry is viewed as a element in determining of a rela tional attitude toward marketing. (C) 2000 Elsevier Science Inc. All rights reserved.