Linking Marketing And Manufacturing Strategies: Unifying Approach Using QFD

Juan Luis Martinez ()
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Juan Luis Martinez: Instituto de Empresa

Working Papers Economia from Instituto de Empresa, Area of Economic Environment

Abstract: (WP30/02 Clave pdf) The success of any product depends essentially on the response of this products to customer expectations. The companies that accurately respond to consumer needs take a crucial market leadership in an environmental characterized for high competitive, resulting from high variability of products and processes. Marketing and manufacturing strategies provide a way to obtain basic and important information about customer´s expectations and incorporate them into a finished product. A coincidence in objectives for both strategies would permit to warranty a better translation of customer needs as QFD approach require....

Keywords: Manufacturing strategies; Marketing strategy; Quality Function Deployment (search for similar items in EconPapers)
Pages: 20 pages
Date: 2002-09
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