Pushing boxes or solving problems? Some marketing issues in the diffusion of computer‐integrated manufacturing innovations?

This paper reviews some early evidence on the adoption and diffusion of computer‐integrated manufacturing in the UK. It draws particularly on research into experience with partially‐integrated applications of advanced manufacturing technology such as flexible manufacturing systems. Analysis of both supplier and user side issues is followed by a brief discussion arguing the need for closer integration at a number of levels. Within the supply side the various actors need to cooperate or move towards other forms of strategic alliance. On the user side successful implementation of integrated manufacturing technology appears to depend on supporting organisational integration. Finally, the novelty and complexity of the technological systems being sold requires a shift from simply selling automation products towards working closely with users in providing appropriate and often highly specific solutions to their problems.