Research notes and communications co-ordinating mechanisms,consensus between marketing and manufacturing groups,and marketplace performance

This exploratory study investigated the relationship among use of various co-ordinating mechanisms, degree of consensus between marketing and manufacturing groups, and marketplace performance reputation. Consensus between marketing and manufacturing groups on key competitive strengths, company goals, and implementation actions was measured in 15 firms in the carpet industry. Those firms which made more frequent use of planning techniques (formal forecasting procedures, management-by-objectives linked to performance appraisal, and a written strategic plan) experienced higher levels of interdepartmental consensus. Consensus between departments was strongly related to marketplace performance reputation.