Determinants of the marketing-manufacturing interface
Author(s)
Advisor
Karabatı, SelçukDate
1993Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
173
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Abstract
Marketing and manufacturing departments play important roles in day-today
implementation of the corporate strategy. The conflicts and
interfacial gaps between these two functional departments will impede
the successful implementation of corporate strategy. Therefore,
understanding and managing the marketing-manufacturing interface are
crucial for the company's success. This study investigates the gaps in
the interface of marketing and manufacturing, and identifies the factors
that affect these gaps within a theoratical framework. Furthermore, a
survey instrument is developed to emprically identify the gaps and
significant factors that affect these gaps.