The double-helix model of manufacturing and marketing strategies [An article from: International Journal of Production Economics]

This digital document is a journal article from International Journal of Production Economics, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
Based on the competence perspective of strategic management, in this paper we present a study of the co-evolution of manufacturing and marketing strategies as resource and capability building processes. Taking into account the dyadic nature of the strategy process (deliberate and emergent), initially, through the development of a system dynamics model which operationalises the dynamic capabilities theory, we provide an explanatory framework for the inherent and inevitable misalignment of the two functional strategies. Then, based on a longitudinal case study, we develop a conceptual model of the co-evolution of the two strategies which depicts that manufacturing and marketing strategies of growing companies are interrelated in the same way as the double helix of DNA is structured: manufacturing resources and capabilities act as hinge capabilities for developing marketing resources and capabilities, and vice versa. The model exposes the co-evolutionary nature of the two strategies and provides managers with a reference framework for governing the dynamics of the two functional strategies more efficiently.