haku: @author Crittenden, V. L. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Crittenden, V. L. |
| Otsikko: | Close the marketing/manufacturing gap (Innerbetriebliche Zusammenarbeit; Kapazitätsplanung) |
| Lehti: | Sloan Management Review
1992 : SPRING, VOL. 33:3, p. 41-52 |
| Asiasana: | |
| Vapaa asiasana: | MARKETING, FERTIGUNG |
| Kieli: | eng |
| Tiivistelmä: | Marketing and manufacturing are often be working at crosspurposes. Marketing is stimulating demand while manufacturing is controlling supply. To reach long term goals they must work together, and the decision they must jointly make is capacity allocation. This article defines the controversy between marketing and manufacturing, describes the results of some simulation studies, and discusses the implementation of a computer-based model. By working together on the model, manufacturing and marketing can better appreciate each other's constraints and become more willing to make tradeoffs in their own functions. |
SCIMA