A case study in marketing manufacturing interface: steel pipes and tubes factory

Abstract

Interfunctional harmony (cooperation, coordination and communication) between marketing and manufacturing in a steel pipes and tubes factory is analysed by a qualitative research tool in this thesis. Interfunctional harmony is important for an organization to be competitive, ineffective coordination and communication between departments can be due to several factors. Factory- is chosen as the arena on which a detailed analysis is carried out to understand the factors that create conflicts between marketing and manufacturing departments and provides an empirical case study. Smdy named the disorders as marketing-manufacturing interface and concludes with the recommendations used in the future.