A case study in marketing-manufacturing interface : Ateş Mobilya
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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.