Linking Corporate, Marketing and Manufacturing Strategy: The Real Implications for Manufacturing Companies.

The link between corporate, manufacturing and the marketing strategy is often seen as hierarchical. But existing capabilities can restrict the implementation of new strategies, backfiring higher level concepts. Hierarchical and static models often neglect this interaction. This paper provides a conceptual framework that links marketing, manufacturing and corporate strategy. It furthermore brings together market and resource based view. The conceptual framework has been derived literature based and tested through case study research. The framework not only combines the different perspectives, but can be used as a visualizing tool. Systematically combining a manufacturing and a marketing perspective leads to management implications which even can include the redefinition of the corporate strategy. This article highlights the procedure as well as the results and closes with a
discussion of the implications.