The impact of manufacturing flexibility upon marketing strategies
by Paul R. Prabhaker, Joel D. Goldhar
International Journal of Manufacturing Technology and Management (IJMTM), Vol. 3, No. 1/2, 2001

Abstract: Flexible manufacturing technology requires a rethinking of the meaning and role of manufacturing in a business organisation if that business wishes to reap the financial rewards from that new technology. It is crucial to keep in mind that advances in technology only serve to increase business capabilities not necessarily their performances. For business organisations to fully enjoy the fruits of technology, they need to rethink the manner in which they conduct their business. Technological advances, ultimately, bring buyers and sellers closer together. As market transactions are outcomes of buyer-seller expectations, improvements in technology will generally tend to increase the efficiency of market transactions in a particular industry. Flexible manufacturing (FMS) technologies have given business organisations the marketing capability to mass customise their product offerings. From a manufacturing standpoint, these technologies create the capability to satisfy customer needs at more and more precise levels. The marketing function need no longer sell more of existing products, but can indeed try to meet their customers' needs by customised products. The theme of this paper is that marketing strategies should be technology-driven in order to fully leverage technological advances.

Online publication date: Wed, 02-Jul-2003

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