Interfaz de marketing, operaciones y cadena de suministros: estrategias para servicios
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El propósito de esta investigación es analizar las actividades claves y estrategias en las interacciones de Marketing-Administración de Operaciones y Cadena de Suministro (AOCS), que resultan favorables para la competitividad. Se efectuó una revisión literaria, con diseño cualitativo integral, de artículos científicos desde el año 2009 al año 2021, de acceso abierto, en las bases de datos: WOS, SCOPUS, SCIENCE DIRECT y EMERALD. El alcance se enfocó en actividades claves y estrategias en la interfaz martketing-AOCS (y sus interfaces aisladas), mecanismos para su coordinación y efectos en la competitividad en servicios. Se evidenció que los mecanismos de alineación de las interfaces, por lo general, dependen de la organización y sus interacciones con el mercado; que no existen estudios de la interfaz marketing-AOCS; y que las posibles sinergias de marketing con otras funciones pueden generar mayor competitividad en la empresa debido a la alineación eficiente de esta interfaz.
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