Market Driven Manufacturing

Publication Type

Journal Article

Publication Date

11-1997

Abstract

World-Class Manufacturing has received a great dealof attention in the past few years, drawing largely on successfulJapanese manufacturing practices. There has also been a separateexplosion in the use of conjoint analysis to determine customerpreferences for marketing purposes. In this paper these two developmentsare used together to determine the most advantageous manufacturingpriorities for a given competitive situation. For illustrationpurposes we use customer preference data from automobiles; thesepreferences are segmented and we then show how the various segmentslink to differing sets of manufacturing priorities. Finally,we examine how strategic manufacturing priorities can be translatedinto specific action-oriented improvement programs.

Discipline

Business

Research Areas

Marketing

Publication

Journal of Market Focused Management

Volume

2

Issue

1

First Page

27

Last Page

47

ISSN

1382-3019

Identifier

10.1023/a:1009737516172

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