Value creation through enriched marketing–operations interfaces: an empirical study in the printed circuit board industry

The paper examines the short‐term capacity interface between marketing and operations, i.e. marketing–operations interface (MOI) in relation to customer value. A field study involving 10 firms in the printed circuit board (PCB) manufacturing industry was used to develop a conceptual framework and measures of the constructs. Subsequently, a 180‐plant PCB industry survey was used to test the model, finding support for the proposed relationship between MOI effectiveness and customer value.