Purpose This paper aims to evaluate the working relationship between accounting and
marketing, exploring the nature and antecedents of their integration and consequences on …

This study uses a quantitative methodology to explore the impact of contingency factors on
use of strategic management accounting techniques (SMA), and combined impact of SMA …

Purpose‐This paper aims to examine the use of Cross-Functional Bridge (CFB) in dyadic
relationships towards enhancing organisational performance. Prior research has flagged …

Purpose–This conceptual paper aims to offer a theoretical contribution that explicates the
“blind spot” cultural diversity and reward diversity team conflict contingencies, and personal …

While an increasing body of literature progressively proposes that accounting–marketing
integration would yield strategic marketing synergies, another stream of literature suggests …

Competing effectively in the contemporary marketing landscape is becoming increasing
challenging. Equally increasing therefore is the pertinence for organisations to be customer …

One stream of quest by scholars for knowledge development draws from the notion that
groups and group behaviour lie at the heart of human society and proposes a social group …

Since the early 1980's relationship marketing theorists have increasingly underlined the
need to ensure harmonious interfunctional relationship between marketing and other …

Purpose–This paper aims to examine the use of Cross-Functional Bridge (CFB) in dyadic
relationships towards enhancing organisational performance. Prior research has flagged …

While an increasing body of literature progressively proposes that accounting–marketing
integration would yield strategic marketing synergies, another stream of literature suggests …