Quality as the Interface Between Manufacturing and Marketing: A Conceptual Model and An Empirical Study

Even when manufacturing and marketing departments operate at their respective best operating level, it may be suboptimal for the firm as a whole. Their functions can be integrated using quality as the interface. A conceptual model for an integrated approach employing a feedback loop is proposed. The model is analyzed using state-of-the-art scanner data and intrinsic managerial guidelines for global applications are developed.