search query: @author Crittenden, V.L. / total: 3
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| Author: | Crittenden, V.L. Gardiner, L.R. Stam, A. |
| Title: | Reducing conflict between marketing and manufacturing (Innerbetriebliche Zusammenarbeit; Entscheidungsproblem; Konfliktmodell) |
| Journal: | Industrial Marketing Management
1993 : NOV, VOL. 22:4, p. 299-309 |
| Index terms: | |
| Freeterms: | MARKETINGABTEILUNG, FERTIGUNGSABTEILUNG |
| Language: | eng |
| Abstract: | The competitive strategies of an industrial firm may be jeopardized by interfunctional conflict and myopic functional level decisions. Conflict and misunderstanding can be particularly intense between the marketing and manufacturing functions. This article presents a typology of decisions where strong potential exists for friction between marketing and manufacturing. Company examples are included to provide a degree of face validity for the frequency of such problems. |
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