A case study in marketing-manufacturing interface

Abstract

The coordination between the marketing and manufacturing departments plays an important role in the implementation of the corporate strategy. The conflicts and gaps between these two departments impede the successful implementation of corporate strategy. Therefore understanding and managing the marketingmanufacturing interface is critical for the success of the company. This study investigates the gaps and factors affecting these gaps in the marketingmanufacturing interface and developes and uses a survey instrument in a case study.