Bibliometric analysis and identification of research perspectives on the marketing-production relationship

Abstract

The combination of marketing and production integrates functions that generate profits in the business environment and provide organizational value toward a competitive advantage in the sector. Identifying opportunities in the design of new products corresponds to a task consistent with studying the factors involved in the strategies of participation and competitiveness in the different markets. The challenge is to determine the incidence factors in the productive processes and marketing activities, for which the objective of this study was to identify and analyze the most outstanding scientific publications between 2000 and 2021 in the Scopus database to establish the attributes of the most significant scientific relevance called research perspectives. Methodologically, a scientific mapping and network study was carried out to determine the documents and essential characteristics such as number of publications, most relevant authors, H index, institution of belonging, and countries of origin. Likewise, the tree metaphor and the R-studio software were applied to identify basic articles, structure, current articles, and research perspectives. The results suggest the existence of three lines of research that relate to the success of marketing and production: theories of production and marketing, optimal control of systems, and relationship models. Finally, an agenda of papers concerning future lines of research is presented.