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Coordinating manufacturing and marketing in international firms

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  • St. John, Caron H.
  • Young, Scott T.
  • Miller, Janis L.

Abstract

In this article, the authors argue that manufacturing experiences much of the turbulence and conflict imposed by the dynamic global marketplace through its relationship with marketing, because marketing is usually responsible for introducing changing competitive priorities and demand patterns to the organization. Through a survey of manufacturing and marketing managers within international firms, the authors develop a profile of manufacturing-marketing conflicts experienced in each of four international strategy environments: export, multidomestic, global, and transnational. As international strategies became more complex, firms made use of more techniques for coordinating between marketing and manufacturing, with more use of decentralized and informal approaches. Coordinating techniques included individual MBO-reward systems, joint task forces for problem-solving, and direct involvement of manufacturing and marketing in establishing the competitive priorities of the firm.

Suggested Citation

  • St. John, Caron H. & Young, Scott T. & Miller, Janis L., 1999. "Coordinating manufacturing and marketing in international firms," Journal of World Business, Elsevier, vol. 34(2), pages 109-127, July.
    • Handle: RePEc:eee:worbus:v:34:y:1999:i:2:p:109-127
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    References listed on IDEAS

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    1. Sumantra Ghoshal & Nitin Nohria, 1989. "Internal differentiation within multinational corporations," Strategic Management Journal, Wiley Blackwell, vol. 10(4), pages 323-337, July.
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    Cited by:

    1. Zorzini, Marta & Stevenson, Mark & Hendry, Linda C., 2014. "Coordinating offshored operations in emerging economies: A contingency-based study," International Journal of Production Economics, Elsevier, vol. 153(C), pages 323-339.
    2. Lei Fang & Sai Zhao, 2022. "The manufacturing–marketing conflict under vertical product differentiation," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(8), pages 4028-4040, December.
    3. Maldea, Radu-Andrei, 2023. "Winning when Going Global – On the Role of Heritage and Strategic Moves for Internationalization Endeavors of Start-ups," Junior Management Science (JUMS), Junior Management Science e. V., vol. 8(2), pages 532-568.
    4. Schmid, Stefan & Grosche, Philipp & Mayrhofer, Ulrike, 2016. "Configuration and coordination of international marketing activities," International Business Review, Elsevier, vol. 25(2), pages 535-547.
    5. Zorzini, Marta & Stevenson, Mark & Hendry, Linda C., 2012. "Customer Enquiry Management in global supply chains: A comparative multi-case study analysis," European Management Journal, Elsevier, vol. 30(2), pages 121-140.

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