How to Deal with Conflicts Between Marketing and Operations

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Value Chain (Porter) > Forum > How to Deal with Conflicts Between Marketing and Operations

How to Deal with Conflicts Between Marketing and Operations
Paula Kokare, Project Manager, Switzerland, 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 / 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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  Agile Manufacturing is the Key to All the Shortcomings Brought out by Shapiro
C.L. Kappagomtula, Professor, Malaysia, Member
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  Conflicts Between Marketing and Operations
Vivek Hattangadi, Management Consultant, India, Member
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  Sales versus Factory
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  Collaboration Comes to Rescue
srinivas, Lecturer, India, Member
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  Processes Instead of Functions
Carl-Henric Nilsson, Professor, Sweden, Member
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  Market Orientation
Stephen lane, Director, United Kingdom, Member
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  Top- Down and Bottom- Up Coordination is the Key
jorge anibal hoyos hoyos, Manager, Colombia, Member
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  Leadership with Vision Helps to Diminish the Conflict
Dr. Vishal Dilip Chavan, Professor, India, Member
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  Alignment of Business Activities
edward sevume, Sweden, Member
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  And Coexistence Isn't Even Enough
Sabine Pitcher, Manager, United Kingdom, Member
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  Shapiro's Guidance to Avoid Conflicts Between Marketing and Operations
Paula Kokare, Project Manager, Switzerland, Member
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  Third Element: SALES
Kurt Ludikovsky, Consultant, Austria, Member
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