JUST‐IN‐TIME MANUFACTURING AND MARKETING—STRATEGIC RELATIONSHIP FOR COMPETITIVE ADVANTAGE

Abstract

Just‐in‐time manufacturing is one of the most important management developments of the last decade and a half. Articles on the subject have virtually flooded the business periodical literature. Yet despite the proliferation of this literature, there are indications that the fundamental implications of this concept as an effective competitive strategy have not been fully grasped by U.S. manufacturers. This article attempts to integrate the manufacturing strategy of just‐in‐time with an important element of the firm's marketing strategy—the price element of the marketing mix. Given the competitive pressures on many U.S. firms, price becomes an increasingly important competitive weapon. Only when the benefits deriving from just‐in‐time show up in a firm's marketing strategy will U.S. firms demonstrate an ability to translate an effective manufacturing strategy into a significant competitive edge.

Citation

Presutti, W.D. (1988), "JUST‐IN‐TIME MANUFACTURING AND MARKETING—STRATEGIC RELATIONSHIP FOR COMPETITIVE ADVANTAGE", Journal of Business & Industrial Marketing, Vol. 3 No. 2, pp. 27-35. https://doi.org/10.1108/eb006056