This paper's first highlight is that it illuminates cultural diversity and boundary fencing in the accounting-marketing dyad.

A further highlight is that it explains the interconnection between both factors in the accounting-marketing relationship.

This study explains the intensity of their cultural diversity and ‘keep to your territory’ behaviour impact in this dyad.

To ameliorate attitudinally driven impasse impact and performance consequences, a hands-on-deck (CFB) mechanism is suggested.