THE IMPACT OF INTERNAL COMMUNICATION AND COLLABORATION BETWEEN OPERATIONS AND MARKETING ON NEW SERVICE DEVELOPMENT
Intense competition in the service industry has led service firms to developan increasing stream of new service products, of which, the life cycles arebecoming much shorter than ever. This recent change in the servicebusiness environment has required operations and marketing functionsto be integrated more closely. Creation of the integrated and collaborativeinterface between these two functions has been reported as a challengingtask, nevertheless is crucial to a firm's performance. Therefore, thisresearch empirically studied the impact of communication andcollaboration between operations and marketing on new service productdevelopment and potentially, better business performance.