Author:
Berry William L.,Hill Terry J.,Klompmaker Jay E.
Abstract
The basic tasks of a business are straight‐forward – getting
and keeping customers and making profits, both set within the context of
the short and long term. Explicit in these is not only a need for
marketing and manufacturing to work well in themselves but to work well
together. Companies, however, typically fail in this provision. To move
to a more competitive response in today′s difficult markets requires
more than co‐existence, it requires a shared partnership between the
core parts of the firm. Shared understanding of marketing and
manufacturing′s approach is the starting point. The other is building on
a shared understanding of the market itself. In such a way, a move to
being customer‐driven starts to take shape.
Subject
Management of Technology and Innovation,Strategy and Management,General Decision Sciences
Reference3 articles.
1. 1. Hill, T., Manufacturing
Strategy: The Strategic Management of the Manufacturing Function,
2nd ed., Macmillan, Basingstoke, 1993.
2. 2. Hill, T., Manufacturing
Strategy: Text and Cases, 2nd ed., Irwin,
Burr Ridge, IL, 1994.
3. 3. Hill, T., Introduction to
Production/Operations Management: Text and Cases, 2nd
ed., Prentice‐Hall, Hemel Hempstead, 1991.
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