Researchers at The Ohio State University Fisher College of Business have developed and tested new methods to help businesses decide whether to expand product lines.
It is important to coordinate your marketing and manufacturing strategies if you expect to be competitive and profitable, says William Berry, professor of operations management, who conducted the study with Martha Cooper, professor of marketing and logistics.
For example, Cooper says, shifting to short production runs needed for specialized marketing could result in lower marketing yields and productivity and unacceptable profit margins.
The underlying problem is the fact these two parts of the business often dont communicate very well, Berry says. There needs to be discussion on a regular basis of strategic moves of various functions of the business so they can work together.
To request a copy of the study with the professors recommendations, call 292-3199.