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How to Deal with Conflicts Between Marketing and Operations
Paula Kokare, Project Manager, Switzerland, Premium Member
Shapiro recognized several reasons for the conflicts between marketing and operations teams:
- CAPACITY MANAGEMENT AND LONG-TERM SALES PROJECTIONS: Operations teams are constrained in their ability to flexibly adjust the (long-term) manufacturing planning to short term changes in demand factors and marketing forecasts. Short term changes in the physical delivery of goods promised by the marketing team come at the expense of the organization as a whole.
 - PRODUCTION SCHEDULING AND SHORT-TERM SALES PROJECTIONS: As marketing is not directly involved in developing production plans, due to their close interaction with customers it is a challenge for marketing to develop precise forecasts.
- DELIVERY AND PHYSICAL DISTRIBUTION: It is also a challenge for the operations team to ensure alignment between the sales...
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Sales versus Factory
Y Srinivas Rao, Manager, India, Member Well said the theoretical part of it. But most fights are EGO CLASHES. In third world countries most sales persons are happy if the factory fails on q...
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Collaboration Comes to Rescue
srinivas, Lecturer, India, Member Probably collaboration among different entities in the organization and LISTENING to the other's view points may solve the problem. In the process, a ...
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Processes Instead of Functions
Carl-Henric Nilsson, Professor, Sweden, Member I have worked with operations management as a researcher as well as a consultant. I found PROCESS-ORIENTATION to be an efficient tool to turn the figh...
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Market Orientation
Stephen lane, Director, United Kingdom, Member If marketing and operations' OBJECTIVES are properly aligned then there is no reason why they cannot be on the same page. Operations have to plan for ...
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Top- Down and Bottom- Up Coordination is the Key
jorge anibal hoyos hoyos, Manager, Colombia, Member The real problem starts at the shareholders group, which demands results, hoping for financial profit. It continues at the marketing department where ...
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Alignment of Business Activities
edward sevume, Sweden, Member I have dealt with this problem one time and what I discovered then was the problem of business misalignment of activities where the thinking was along...
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And Coexistence Isn't Even Enough
Sabine Pitcher, Manager, United Kingdom, Member That article was almost a light bulb moment. It explains sooo many of my daily struggles. (I'm not Marketing, by the way...)
The question of coex...
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Third Element: SALES
Kurt Ludikovsky, Consultant, Austria, Member Interesting discussion. First of all I think a main point is the type of operation, e.g. mass production, investment good.
Next I believe - but t...
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