The role of manufacturing and market managers in strategy development:lessons from three companies


Autoria(s): Swamidass, Paul M.; Baines, Timothy; Darlow, Neil
Data(s)

2001

Resumo

According to researchers and managers, there is a lack of agreement between marketing and manufacturing managers on critical strategic issues. However, most of the literature on the subject is anecdotal and little formal empirical research has been done. Three companies are investigated to study the extent of agreement/disagreement between manufacturing and marketing managers on strategy content and process. A novel method permits the study of agreement between the two different functional managers on the process of developing strategy. The findings consistently show that manufacturing managers operate under a wider range of strategic priorities than marketing managers, and that manufacturing managers participate less than marketing managers in the strategy development process. Further, both marketing and manufacturing managers show higher involvement in the strategy development process in the latter stages of the Hayes and Wheelwright four-stage model of manufacturing’s strategic role.

Formato

application/pdf

Identificador

http://eprints.aston.ac.uk/17270/1/Manufacturing_and_marketing_managers_in_strategy_development.pdf

Swamidass, Paul M.; Baines, Timothy and Darlow, Neil (2001). The role of manufacturing and market managers in strategy development:lessons from three companies. International Journal of Operations and Production Management, 21 (7), pp. 933-948.

Relação

http://eprints.aston.ac.uk/17270/

Tipo

Article

PeerReviewed