The development of a manufacturing strategy that is in consonancewith marketing objectives is an essential ingredient for success in thecurrent business environment. Therefore, the relationship betweenmarketing objectives and manufacturing strategies was examined in thisarticle. Responses from 175 manufacturing organisations indicated thathigh levels of process structure complexity and organisational scope areassociated with companies that have a dominant market share. Conversely,organisations that are minor competitors tend to have lower levels ofprocess structure complexity and organisational scope.
International Journal of Operations & Production Management – Emerald Publishing
Published: Oct 1, 1991
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