The integration of manufacturing and marketing/sales decisions: impact on organizational performance

Research in the areas of both manufacturing and marketing/sales have advocated the integration of several important interrelated decisions between the two functions (i.e. product development, process development, marketing ales planning, and manufacturing planning decisions). The process of managing the strategic alignment between a firm's business strategy, external environment, and the integration of manufacturing and marketing/sales decisions is very complex phenomenon that requires a level of analysis that has not occurred previously. This study examined the moderating effects of business strategy and demand uncertainty on the relationship between the integration of manufacturing and marketing/sales-based decisions and organizational performance. The study found general support for the proposed model, suggesting that the impact of the integration of manufacturing and marketing/sales decision on organizational performance is moderated by a firm's business strategy and demand uncertainty. (C) 2002 Elsevier Science B.V. All rights reserved.