Marketing and production conflict at Dandiraz Electrical Company, Zimbabwe

Abstract

Subject area

Organisational behaviour, strategic management and management of change, human resources management, business management.

Study level/applicability

Undergraduate and post-graduate management degrees: including courses on organizational behaviour, human resources management, marketing, business management and strategic management.

Case overview

Dandiraz an electric appliance manufacturing company in Zimbabwe has an aggressive marketing director who had increased exports from 15 percent of the company's production to 40 percent and the company had won the National Exporter of the Year Award twice as a result of his efforts. The chairperson was uncomfortable with the outbursts of the marketing director when he talked to him about the production department. There was a disagreement between the marketing director and production director in the way certain issues were to be implemented. The chairperson was undecided on whose suggestions to follow since both directors were giving valid contributions but opposing each other.

Expected learning outcomes

Students can focus on the importance of how departmental conflicts can harm an organisation if not managed properly. Students will also appreciate the importance of making quality decisions by top management as an important ingredient for the success of an organisation.

Supplementary learning materials

Teaching notes are available. Consult the librarian for access.

Citation

Dandira, M. (2012), "Marketing and production conflict at Dandiraz Electrical Company, Zimbabwe", , Vol. 2 No. 7. https://doi.org/10.1108/20450621211284688