How to Deal with Conflicts Between Marketing and Operations

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Paula Kokare, Project Manager, Switzerland
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 / marketing forecasts and inventory availability. Ensuring the maximum quality while producing a large variety of goods in a limited amount of time is diffi (...) Read more? Sign up for free

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  C.L. Kappagomtula, Professor, Malaysia

Agile Manufacturing is the Key to All the Shortcomings Brought out by Shapiro

Marketing, Finance and Operations are the triumvir (...)

  Vivek Hattangadi, Management Consultant, India

Conflicts Between Marketing and Operations

@: A well-balanced response so beautifully articul (...)

  Javier Elenes, Business Consultant, Mexico

There is not a A Valid Reason for a Conflict IF Both Work in a Company Fully Oriented to the Market

In a company oriented to the market, OPERATIONS re (...)

  Y Srinivas Rao, Manager, India

Sales versus Factory

Well said the theoretical part of it. But most fig (...)

  srinivas, Lecturer, India

Collaboration Comes to Rescue

Probably collaboration among different entities in (...)

  Carl-Henric Nilsson, Professor, Sweden

Processes Instead of Functions

I have worked with operations management as a rese (...)

  Stephen lane, Director, United Kingdom

Market Orientation

If marketing and operations' OBJECTIVES are proper (...)


Conflict Between Marketing and Operations Teams

There is a tricky balance in this conflict dependi (...)

  jorge anibal hoyos hoyos, Manager, Colombia

Top- Down and Bottom- Up Coordination is the Key

The real problem starts at the shareholders group, (...)

  Dr. Vishal Dilip Chavan, Professor, India

Leadership with Vision Helps to Diminish the Conflict

Visionary leadership is very important to deal wit (...)

  edward sevume, Sweden

Alignment of Business Activities

I have dealt with this problem one time and what I (...)

  Sabine Pitcher, Manager, United Kingdom

And Coexistence Isn't Even Enough

That article was almost a light bulb moment. It ex (...)

  Paula Kokare, Project Manager, Switzerland

Shapiro's Guidance to Avoid Conflicts Between Marketing and Operations

Thank you all for your valuable contributions and (...)

  Kurt Ludikovsky, Consultant, Austria

Third Element: SALES

Interesting discussion. First of all I think a mai (...)

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