Purpose – The purpose of this paper is to discuss the importance of a coordinated marketing and operations strategy in goods and service producing business organizations. Customer engagement and co-production are imperative service delivery considerations, and therefore an aligned marketing...

Conjoint analysis has played an important role in helping make a number of operations management decisions including product and service design, supplier selection, and service operations capacity. Many recent advances in this area have raised questions about the most appropriate form of...

In this study, we present, based on econometric choice modeling framework, how manufacturing managers/executives trade-off between cost, delivery, flexibility, and service features in the supplier selection process for commodity raw materials, given acceptable quality. Empirical data for this...