The role of information technology at the interface between marketing and manufacturing : two case studies in the polyester industry of Pakistan | |
| Author | Ghani, Masood ul |
| Call Number | AIT RSPR no.SM-94-42 |
| Subject(s) | Information technology--Pakistan Marketing--Pakistan--Management |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This study deals with a common problem that afflicts every manufacturing company-namely, conflict between marketing and manufacturing and also the use of information technology as a tool for such conflict management. This situation is undesirable because, the company can become so sales oriented that manufacturing can not operate effectively or else it can become so manufacturing focused that the customers are forgotten in the name of smooth operation. What is important is to ensure effective interaction between marketing and manufacturing so that the firm can remain competitive by maintaining prudent mix of customer orientation and efficient manufacturing. This study is an attempt to highlight the significance of information technology for the interface management between marketing and manufacturing. Information technology application in the different areas of interface decisions between marketing and manufacturing has been identified and a formulation of a basis for conflict solution has been developed. |
| 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) | Ramanathan, K.; |
| Examination Committee(s) | Speece, Mark W.;Do, Ba Khang; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |