A STUDY OF OPERATIONS AND MARKETING GOAL CONSENSUS IN THE BANKING INDUSTRY

Consensus building plays an important role in strategy formulation and implementation. Previous researchers have attempted to find a link be tween goal consensus among top management and organizational performan ce, mainly in manufacturing settings, with varying results. Few extant studies have examined goal consensus at the functional level. Aims to expand our knowledge of the goal consensus/performance relationship b y focusing on the relationship between operations and marketing in the service setting. Attempts to identify the types of co-ordination mech anisms that help achieve functional goal consensus between operations and marketing. Finds a positive relationship between goal consensus of the marketing and operations managers and performance based on return on equity and return on assets. Concludes that consensus is correlate d with the use of process and programming co-ordination mechanisms and not correlated with the use of interpersonal co-ordination mechanisms .