Can Marketing and Manufacturing Coexist?

  • Shapiro B
ISSN: 00178012
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Abstract

This article deals with the familiar but classic problem that afflicts every manufacturing company--namely, conflict between these two functional areas. It can be dysfunctional in that the day-to-day abrasion can lead to open warfare. This situation is particularly dangerous because rather than walking a tightrope between marketing orientation and production orientation, the company can become so sales minded that manufacturing can't operate effectively. Or else it can become so manufacturing focused that the customer is forgotten in the name of smooth operations. In managing the conflict, the author suggests that marketing develop its programs to take advantage of the company's manufacturing capability, that manufacturing adapt its capability in response to the needs of selected market segments, and that top management emphasize approaches that foster cooperation between the two functions.

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APA

Shapiro, B. P. (1977). Can Marketing and Manufacturing Coexist? Harvard Business Review, 55(5), 104–114.

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