The role of manufacturing and marketing managers in strategy development: Lessons from three companies
International Journal of Operations & Production Management
ISSN: 0144-3577
Article publication date: 1 July 2001
Abstract
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.
Keywords
Citation
Swamidass, P.M., Baines, T. and Darlow, N. (2001), "The role of manufacturing and marketing managers in strategy development: Lessons from three companies", International Journal of Operations & Production Management, Vol. 21 No. 7, pp. 933-948. https://doi.org/10.1108/01443570110393423
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited