In short, integration of activities between functions is the name of the game. If there are problems in any one of these three areas, it may signal financial problems ahead. The notion of cross-functional collaboration is developed by Christian Grönroos in his article ‘From scientific management to service management’.20 Grönroos and other Nordic researchers have long argued that marketing in a service economy cannot be divorced from other functions and needs to be incorporated in an overall, customer-focused management perspective.