S/M/62. The Integration and Conflicting Objectives between Marketing and Operations Management

The paper aims to review the chapter §New-product development and product life-cycle strategies in Principle of Marketing (Kotler and Armstrong 2001) and chapter §New product planning in An Introduction to Operations Management (Waters 1991) to discuss the integration and conflicting objectives between marketing function and operations function. The following paper will give short briefs of what the two chapters about and then discuss the integration and conflicting objectives between the two functions individually, and finally suggesting how management should solve conflicting objectives in order to avoid competitive disadvantage of organizations.