Enhancing Inter functional coordination and marketing performance: utilization of the motivation/ability/opportunity framework

This paper integrates a large literature on intra-organisational relationships with the aim to understand how to enhance coordination between different functional units inside an organisation and to empirically examine the impact of inter functional coordination on marketing performance. By drawing on the Motivation/Ability/Opportunity (MAO) theoretical framework, this research attempts to examine factors to enhance employees? motivation/ability/opportunity to coordinate on improving inter functional coordination. The research also empirically examined the impact of inter functional coordination on marketing performance in terms of adaptiveness, effectiveness, efficiency and creativity of marketing programmes. The research conceptual model was tested with data collected from 274 structured surveys in medium to large Egyptian firms. Regression analysis was employed as a tool for testing the research hypotheses. The research findings suggest that the use of cross functional teams, resource dependency, joint reward systems, management support, positively affect the level of inter functional coordination. The research also showed that some factors, for example employees? interpersonal skills, might hinder coordination between functional units and these issues should be resolved in order to establish an effective inter functional coordination. The research provides empirical evidence of the direct positive impact of inter functional coordination on marketing performance.