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The concepts of production-marketing integration towards agile manufacturing

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  • Masaharu Ota

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.

Suggested Citation

  • Masaharu Ota, 2001. "The concepts of production-marketing integration towards agile manufacturing," International Journal of Manufacturing Technology and Management, Inderscience Enterprises Ltd, vol. 3(3), pages 225-237.
    • Handle: RePEc:ids:ijmtma:v:3:y:2001:i:3:p:225-237
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