The marketing-finance interface: A relational exchange perspective

In marketing theory and practice the concept of relational exchanges has gained wide popularity particularly with regards to external exchange parties, such as consumers and marketing channel intermediaries. However, the concept of relational exchange could also be applied to marketing interfaces (i.e., marketing's cross-functional relationships). Particularly, the marketing–finance interface is vital to corporate success as strong interdependencies between the two departments exist. In this article, we focus on five key determinants of a mutual relationship attitude between both functions. The results of an empirical study reveal that particularly resource dependence, procedural fairness and interfunctional rivalry exert an influence on the relational attitude of marketing and finance managers. In addition, while resource dependence is viewed as a basis for a relational attitude by both types of functional managers, from a marketing perspective procedural fairness is perceived as an additional determinant of their relationship with finance. In contrast, according to finance managers, the negative influence of interfunctional rivalry is viewed as a element in determining of a relational attitude toward marketing