Using product profiling to illustrate manufacturing-marketing misalignment

Terry J. Hill, Rafael Menda, David M. Dilts

Research output: Contribution to journalArticlepeer-review

20 Scopus citations


As companies choose among process alternatives, they need a clear understanding of the changing alignment between manufacturing and the needs of their markets. Assessing how well existing processes fit these market requirements and making choices to meet future needs are critical strategic responsibilities for manufacturing. Product profiling can be used to examine the degree of alignment between the needs of a company's markets and the characteristics of its existing manufacturing process and infrastructure investments. We compare product profiling with another tool, the product-process matrix, and examine the applicability of both in a typical mismatch situation. In-depth analysis in one firm indicates that product profiling is a valuable tool to uncover the origins of misalignments that occur over time and to illustrate the phenomenon to executives.

Original languageEnglish (US)
Pages (from-to)47-63
Number of pages17
Issue number4
StatePublished - 1998
Externally publishedYes

ASJC Scopus subject areas

  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation


Dive into the research topics of 'Using product profiling to illustrate manufacturing-marketing misalignment'. Together they form a unique fingerprint.

Cite this