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Using Product Profiling to Illustrate Manufacturing-Marketing Misalignment

Author

Listed:
  • Terry J. Hill

    (London Business School, Sussex Place, Regents Park, London, NW1 4SA, United Kingdom)

  • Rafael Menda

    (Graduate School of Business, University of Cape Town, Rondebosch—7700, Cape Town, South Africa)

  • David M. Dilts

    (Department of Management Sciences, University of Waterloo, Waterloo, Ontario, Canada N2L 3G1)

Abstract

As companies choose among process alternatives, they need a clear understanding of the changing alignment between manufacturing and the needs of their markets. Assessing how well existing processes fit these market requirements and making choices to meet future needs are critical strategic responsibilities for manufacturing. Product profiling can be used to examine the degree of alignment between the needs of a company's markets and the characteristics of its existing manufacturing process and infrastructure investments. We compare product profiling with another tool, the product-process matrix, and examine the applicability of both in a typical mismatch situation. In-depth analysis in one firm indicates that product profiling is a valuable tool to uncover the origins of misalignments that occur over time and to illustrate the phenomenon to executives.

Suggested Citation

  • Terry J. Hill & Rafael Menda & David M. Dilts, 1998. "Using Product Profiling to Illustrate Manufacturing-Marketing Misalignment," Interfaces, INFORMS, vol. 28(4), pages 47-63, August.
    • Handle: RePEc:inm:orinte:v:28:y:1998:i:4:p:47-63
    DOI: 10.1287/inte.28.4.47
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    Cited by:

    1. Dohale, Vishwas & Gunasekaran, Angappa & Akarte, Milind & Verma, Priyanka, 2021. "An integrated Delphi-MCDM-Bayesian Network framework for production system selection," International Journal of Production Economics, Elsevier, vol. 242(C).
    2. Kemppainen, Katariina & Vepsalainen, Ari P.J. & Tinnila, Markku, 2008. "Mapping the structural properties of production process and product mix," International Journal of Production Economics, Elsevier, vol. 111(2), pages 713-728, February.
    3. Stratton, Roy & Warburton, Roger D.H., 2006. "Managing the trade-off implications of global supply," International Journal of Production Economics, Elsevier, vol. 103(2), pages 667-679, October.

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