Introduction to the Special Issue on Marketing and Operations Management Interfaces and Coordination

Marketing is the creation of customer demand. Operations management is the supply and fulfillment of that demand. Therefore, there is no surprise that marketing and operations management are intimately connected in many firms. When the two areas are in conflict, one often sees a mismatch in demand and supply, leading to production inefficiencies and unsatisfied customers. When they are in synch, we frequently see an improved firm’s competitiveness and profit. This intra-firm coordination idea can be generalized to inter-firm coordination where different firms (e.g., manufacturers and retailers) work together to maximize overall supply–chain performance. This special issue publishes state-of-the-art approaches, methodologies, and insights about how marketing and operations management or supply chain partners can work together to improve overall firm’s or supply chain’s performance.