Title: The concepts of production-marketing integration towards agile manufacturing

Authors: Masaharu Ota

Addresses: Faculty of Business, Osaka City University, 3-3-138 Sugimoto, Sumiyoshi-ku, Osaka 558-8585, Japan

Abstract: ||Agility|| has been an important element in manufacturing strategy in recent years. However, agility has not been the specific factor of management strategy for the manufacturing industry. In this paper, firstly we investigate the meaning of agility for the manufacturing industry and the key points to understanding agility in manufacturing are considered from the viewpoints of manufacturing fundamentals. Secondly, the production-marketing integration is studied and the production-marketing matrix as a framework to achieve agility is proposed. The concepts to realise this integration are made clear by examining some practical cases on the proposed production-marketing matrix. Finally, the managerial issues involved in constructing computer aided operation systems and computer based information systems are studied.

Keywords: agile manufacturing systems; production-marketing integration; information systems; systems concepts.

DOI: 10.1504/IJMTM.2001.001407

International Journal of Manufacturing Technology and Management, 2001 Vol.3 No.3, pp.225-237

Published online: 02 Jul 2003 *

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