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| Tekijä: | Piercy, N.C. Rich, N. |
| Otsikko: | Strategic marketing and operations relationships: the case of the lean enterprise |
| Lehti: | Journal of Strategic Marketing
2004 : SEP, VOL. 12:3, p. 145-161 |
| Asiasana: | Marketing Strategy Operations management Management Companies |
| Kieli: | eng |
| Tiivistelmä: | Commentators are increasingly suggesting that marketing (henceforth as: mark-g.) may be suffering a 'mid-life crisis' and that mark-g. research and practice is stagnating and loosing corporate influence. In parallel, the management of operations is gaining increasing organisational attention and research prestige. One of the most influential of the new operational strategies is the lean enterprise (here as: l-entpr). This paper investigates the short-comings of the value definitions contained within the l-entpr, and proposes that an opportunity exists for the strategic integration of mark-g. activities and lean operations to provide marketers with access to a tool kit for quality and efficiency improvements, whilst at the same time resolving shortcomings in the l-entpr. to improve organizational effectiveness in the marketplace. |
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