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Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product … - Joan Woodward
" "Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product was developed after the order had been secured, the design being, in many cases, modified to suit the requirements of the customer. In mass production firms, the sequence is quite different: product development came first, then production, and finally marketing.
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About Joan Woodward
(September 27, 1916 – 1971) was a British sociologist, and professor in organization sociology at the , known for the publication of the 1965 book Industrial Organization: Theory and practice.
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A breakdown of management into its basic functions — development, production and marketing — revealed that the character of the functions, their chronological sequence, the closeness with which they had to be integrated and their relative importance to the success and survival of the business, all depended upon the system of techniques in the firm concerned.
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As technology advances the entire concept of authority in industry may have to change. In process firms the relationships between superior and subordinate was much more like that between a travel agent and his clients than that between a foreman and operators in mass production. The process foreman's job was to arrange things within limits, set by the plant, which both he and the operators accepted.
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