A case study in marketing-manufacturing interface : Ateş Mobilya
Author(s)
Advisor
Karabatı, SelçukDate
1994Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
190
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Abstract
The coordination between Marketing and Manufacturing departments is a key
determinant of an organization’s level of competitiveness. The lack of coordination
between these two functions can be attributed to various factors. The aim of this
study is to develop a qualitative research tool for understanding the effects of such
factors on the Marketing - Manufacturing interface and to provide an empirical case
study by applying this tool to a manufacturing organization. The study is concluded
with an analysis of the findings and recommendations for future use.