Integration between technology-based marketing and manufacturing capabilities: a multiple-case study of small firms in Israel

This study explores the integration between marketing and manufacturing technologies (i.e., internet and CIM - Computer Integrated Manufacturing) in small firms in Israel using a multiple case-based examination. The basic premise of this study is that the benefits of enhancing capabilities by acquiring technology either for marketing, manufacturing, or both, would be rather limited without integration. The main results show that small firms have asymmetric investment and utilisation of these two sets of technologies, with their primary focus being on manufacturing. Furthermore, they do not practice a technology strategy that leads to the lack of integration between technology-based marketing and manufacturing capabilities. This implies that such small firms could face difficulties in their competitive position as their ability to respond quickly to market changes is rather limited. This would be an even more severe limitation if competitors were better able to integrate their technologies so as to take advantage of such changes. Directions for further research are also suggested.