Abstract
This article describes a series of case studies which show the global marketing benefits that can result from a strategic deployment of advanced manufacturing technology. The paper points out that a desirable collaboration between manufacturing and marketing is often not achieved. The authors then identify a number of factors that inhibit the rapid adoption of manufacturing technology for competitive advantage. This leads to a final section where recommendations are made for achieving a better linkage between technology and competitive strategy, and for facilitating the introduction of technology in the plant itself.
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