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The strategic processes of interfacing involve managerial attributes that are subject to the influence of human aspects and, therefore, the research method used a qualitative approach. The protocol design included the following data sources: interviews, document reviews and researcher observations. The categorisation was made based on the theoretical references, the frequency of observations, common responses and information from documents.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The balance between intra\u2010functional trade\u2010offs, joint research on the competitive context, reflections on the understanding of customer needs and operational performance, and understanding of inter\u2010functional trade\u2010offs were the main factors verified. They effectively support decisions associated with interface processes and promotes the integration of these processes. They can generate inputs that enable managers to achieve an appropriate balance among alternatives in light of various trade\u2010offs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>These factors make possible new connections between strategic processes in the context of operations and marketing functions. The formations of these strategies are aligned through a better understanding of both threats and opportunities by means of a joint analysis of the competitive context. The presented findings can be used to develop a clear definition of strategic objectives of operations and a more appropriate treatment of market needs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The findings from the research can be considered as new elements for promoting alignment in the formation process of the operations strategy. Little research to date has examined the operations\u2010marketing strategic interface of companies in the context of strategic consensus.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635571311303541","type":"journal-article","created":{"date-parts":[[2013,3,25]],"date-time":"2013-03-25T10:42:05Z","timestamp":1364208125000},"page":"207-233","source":"Crossref","is-referenced-by-count":12,"title":["Alignment of operations strategy: exploring the marketing interface"],"prefix":"10.1108","volume":"113","author":[{"given":"Celeste","family":"Jose Zanon","sequence":"first","affiliation":[]},{"given":"Alceu","family":"Gomes Alves Filho","sequence":"additional","affiliation":[]},{"given":"Charbel","family":"Jose Chiappetta Jabbour","sequence":"additional","affiliation":[]},{"given":"Ana Beatriz","family":"Lopes de Sousa Jabbour","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022031320165262800_b1","unstructured":"Andrews, K.R. 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