Opute, Promise AbdullahMadichie, Nnamdi O.2022-05-222022-05-22© 20142014-01-01Opute, P. A., & Madichie, N. O. (2014). Integration of functional areas of business : A research agenda. African Journal of Business and Economic Research, 9(1), 29-54. https://hdl.handle.net/10520/EJC15348917504554http://hdl.handle.net/20.500.12519/661https://hdl.handle.net/10520/EJC153489This article is not available at CUD collection. The version of scholarly record of this paper is published in African Journal of Business and Economic Research (2014), available online at: https://hdl.handle.net/10520/EJC153489Since the early 1980's relationship marketing theorists have increasingly underlined the need to ensure harmonious interfunctional relationship between marketing and other functional areas, in order to profitably satisfy the customer. A major gap in the literature, however, is the lack of understanding of interfunctional relationship in the non-Western context. To contribute to addressing this imbalance in the literature, this paper aims primarily to inspire researches that illuminate the non-Western context, which will be characterised by cultural fabrics and trading patterns that contrast the Western norms. The methodological approach in this paper is two folds. First, review of literature is undertaken to identify the core themes (and variables) and the debates in the existing literature. Second, a template is proposed to guide knowledge development in the area. © 2014 Adonis and Abbey Publishers Ltd. All rights reserved.en-USPermission to reuse abstract has been secured from Adonis and Abbey Publishers Ltd.conflict managementcultural diversityIntegration dimensions and antecedentsinterfunctional conflictLess Developed Countriesmanagerial intervention mechanismsArticleCopyright : © 2014 Adonis and Abbey Publishers Ltd. All rights reserved.