Abstract
Most firms separate the marketing and manufacturing functions into distinct organizational groups without fully considering the interactions and conflicts between the two functions. These interactions can have very significant costs for the if they are not recognized. We discuss situations in which strategy and policy in the two areas are not synchronized. They include issues such as capacity decisions, inventory deployment and location in manufacturing; and price-promotion policy, forecasting and market intelligence in marketing. These topics are discussed in the context of case examples, which illustrate problems that can arise when interactions are not recognized.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Chakravarty, Amiya (1992). “Supporting Manufacturing-Marketing Interface Management with a Partially Automated Knowledge Base—A Precursor to Computer Integrated Business Enterprise.” Journal of Intelligent Manufacturing. 3: 347–362.
Chakravarty, Amiya and N. Balakrishnan (1996). “Managing Engineering Change: Market Opportunities and Manufacturing Costs.” Production and Operations Management. 5(4): 335–356.
Chakravarty, Amiya, N. Balakrishnan and S. Ghose (1997). “Role of Design Philosophy in Interfacing Manufacturing with Marketing.” European Journal of Operational Research. 103: 453–469.
Dobson, G. (1987). “The Economic Lot-Scheduling Problem: Achieving Feasibility Using Time-Varying Lot Sizes.” Operations Research. 35: 764–771.
Dobson, G. and S. Kalish (1988). “Positioning and Pricing a Product Line.” Marketing Science. 7(2): 107–125.
Dobson, G. and S. Kalish (1993). “Heuristics for Pricing and Positioning a Product Line Using Conjoint and Cost Data.” Management Science. 39: 160–175.
Eliashberg, J. and R. Steinberg (1987). “Marketing-Production Decisions in an Industrial Channel of Distribution.” Management Science. 33(8): 981–1000.
Eliashberg, J. and R. Steinberg (1993). “Marketing-Production Joint Decision-Making.” Handbooks in OR & MS. Eliashberg, J. and G.L. Lilien (eds.). Elsevier Science Publishers. 3: Chapter 18.
Elmaghraby, S.E. (1978). “The Economic Lot Scheduling Problem (ELSP): Review and Extensions.” Management Science. 24: 587–598.
Groenevelt, H. and U.S. Karmarkar (1988). “A Dynamic Kanban System Case Study.” Production and Inventory Management Journal. 29: 46–50.
Hanssman, F. and F.W. Hess (1960). “A LP Approach to Production and Employment Scheduling.” Management Technology. 1: 46–51.
Hausman, Warren and D. Montgomery (1993). “The Manufacturing/Marketing Interface: Critical Strategic and Tactical Linkages.” Perspectives in Operations Management: Essays in Honor of Elwood S. Buffa. R. Sarin (ed.). Kluwer Academic Publishers.
Hax, A.C. (1978). “Aggregate Production Planning.” Handbook of Operation Research. Van Nostrand, Reinhold. J. Moder and S. E. Elmaghraby (eds.). 2: Chapter 5.
Karmarkar, U.S. (1993). “Research in Manufacturing Strategy: A Cross-Functional Perspective.” Perspectives in Operations Management: Essays in Honor of Elwood S. Buffa. R. Sarin (ed.). Kluwer Academic Publishers.
Karmarkar, U.S. (1996). “Integrative Research in Marketing and Operations”. Journal of Marketing Research. 33: 125–133.
Karmarkar, U.S., S. Kekre, S. Kekre and S. Freeman (1985). “Lot Sizing and Lead Time Performance in a Manufacturing Cell.” Interfaces. 15: 1–9.
Karmarkar, U.S. and M. Lele (1983). “Good Product Support is Smart Marketing.” Harvard Business Review. 61: 124–132. Reprinted in Marketing Renaissance: J. Wiley and Sons (1987). Reprinted in Keeping Customers, Sviokla, J. and B. Shapiro (eds.): Harvard Business Press (1993).
Karmarkar, U.S. and R.C. Pitbladdo (1995). “Service Markets and Competition.” Journal of Operations Management. 12: 397–411.
Karmarkar, U.S. and R.C. Pitbladdo (1997). “Quality, Class and Competition.” Management Science, 43, 27–39
Magee, J.F. (1956). “Guides to Inventory Policy: Part II.” Harvard Business Review. 34: 103–116.
Saad, G.H. (1982). “An Overview of Production Planning Models: Structural Classification and Empirical Assessment.” International Journal of Production Research. 20(1): 105–114.
Shapiro, B.P. (1977). “Can Marketing and Manufacturing Co-Exist?” Harvard Business Review. 55:104–114.
Stalk, G. Jr. (1988). “Time — The Next Source of Competitive Advantage.” Harvard Business Review. 66(4): 41–51.
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2005 Springer Science+Business Media, Inc.
About this chapter
Cite this chapter
Karmarkar, U.S., Lele, M.M. (2005). The Marketing/Manufacturing Interface: Strategic Issues. In: Chakravarty, A.K., Eliashberg, J. (eds) Managing Business Interfaces. International Series in Quantitative Marketing, vol 16. Springer, Boston, MA. https://doi.org/10.1007/0-387-25002-6_11
Download citation
DOI: https://doi.org/10.1007/0-387-25002-6_11
Publisher Name: Springer, Boston, MA
Print ISBN: 978-0-387-24378-8
Online ISBN: 978-0-387-25002-1
eBook Packages: Springer Book Archive