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| Author: | Piercy, N. Morgan, N. |
| Title: | The impact of lean thinking and the lean enterprise on marketing: threat or synergy? |
| Journal: | Journal of Marketing Management
1997 : OCT, VOL. 13:7, p. 679-693 |
| Index terms: | MARKETING MANAGEMENT SYNERGY |
| Language: | eng |
| Abstract: | It is argued in this paper that marketing theory and practice has reacted largely ineffectively to many of the fundamental challenges posed by developments in other disciplines, illustrated in recent years by total quality management (TQM) and business process re-engineering (BPR). The urgency of addressing the need for responsiveness to paradigm shifts in other disciplines is underlined by the newest cross-disciplinary challenge of this kind, which comes from the emergence of "lean thinking" and the conceptualisation of the "lean enterprise". |
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