Title: Aligning marketing and operations for more effective and efficient 'total operations'

Authors: David Walters; Jyotirmoyee Bhattacharjya

Addresses: Institute of Transport and Logistics Studies, The University of Sydney, Sydney, NSW 2006, Australia ' Institute of Transport and Logistics Studies, The University of Sydney, Sydney, NSW 2006, Australia

Abstract: As the current financial crisis deepens businesses seek more efficiency in managing their responses to customer demand. For many organisations this presents difficulties as the need to create, or maintain, competitive advantage in declining markets has required greater focus on fit for purpose and time for response; typically this has created a requirement for a coordinated response from marketing and operations management. This paper identifies changes that have occurred in both activities and suggests how coordinated interaction between them can achieve improved value delivery.

Keywords: marketing-operations alignment; marketing; operations management; customer-centric thinking; value proposition; value drivers; customer facing processes; value chain management; value migration; digitisation; additive manufacturing; digital global manufacturing.

DOI: 10.1504/IJLEG.2013.057417

International Journal of Logistics Economics and Globalisation, 2013 Vol.5 No.2, pp.94 - 107

Received: 04 Dec 2012
Accepted: 08 May 2013

Published online: 31 Oct 2013 *

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