The development of a manufacturing strategy that is in consonance with marketing objectives is an essential ingredient for success in the current business environment. Therefore, the relationship between marketing objectives and manufacturing strategies was examined in this article. Responses from 175 manufacturing organisations indicated that high levels of process structure complexity and organisational scope are associated with companies that have a dominant market share. Conversely, organisations that are minor competitors tend to have lower levels of process structure complexity and organisational scope.
Gupta, Y.P., Lonial, S.C. and Glynn Mangold, W. (1991), "An Examination of the Relationship between Manufacturing Strategy and Marketing Objectives", International Journal of Operations & Production Management, Vol. 11 No. 10, pp. 33-43. https://doi.org/10.1108/01443579110007260
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