A study of the interfaces betweeen marketing and manufacturing functions : issues of integration and conflict in Pakistan | |
| Author | Ahmad, Atif |
| Call Number | AIT RSPR no.SM-94-07 |
| Subject(s) | Production management--Pakistan Marketing--Pakistan--Management Marketing--Myanmar |
| Note | A research study submitted in partial fulfillment of the requirement for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This study attempts to examine the concept of integration as an interface between the manufacturing and marketing departments. The basic aim of this study is to examine the relationship between integration and conflicts between manufacturing and marketing functions. Based on a survey of 29 Pakistani firms, sources of conflicts between manufacturing and marketing functions are also identified. In addition, the relationship between integration variables and conflict sources is established. In this regard, the identified significant integration variable influencing conflicts between marketing and manufacturing functions are location of both functions (same location or not), degree of face-to-face contact of marketing and manufacturing managers, frequency of regular joint meeting and job rotation policy. In addition, same background of marketing and manufacturing managers seem to reduce conflicts between the two functions. Finally, implications of the results of this study are discussed. |
| Year | 1994 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Hyun, Jae-Ho |
| Examination Committee(s) | Ramanathan, K.;Swierczek, F.W.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |