CORPORATE COMMUNICATION AND INTERNAL SUPPLY CHAIN MANAGEMENT IN MANUFACTURING INDUSTRY
DOI:
https://doi.org/10.32890/jtom2016.11.2.3Keywords:
Internal supply chain management, manufacturing services, corporate communication, productionAbstract
Internal supply chain management can be defined as a set of activities or functions within the firm, which provides products to customers and more attention given to services in manufacturing firms. This process involves a variety of functions in firms such as production, distribution and sales. Internal supply chain management referring as similar to the definition of service in manufacturing. The government aims to promote manufacturing-related services such as product design, research and development (R&D) and central utility supply. This initiative will help to extend the value chain and increase the country's demand for Malaysian goods and services. Therefore, the supply chain plays an important role in directing and controlling the direction of economic development, this process will make it more efficient and effective. In Malaysia, corporate communication plays significant function in ensuring the efficiency of the service operations which subsequently leads to the excellence performance of the manufacturing. Due to the importance of corporate communication in the manufacturing sector, this paper aims to explore the contribution of corporate communication towards the business development in manufacturing industries.
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References
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Kucza, G. and Gebauer, H. (2011), “Global approaches to the service business in manufacturing companiesâ€, Journal of Business and Industrial Marketing , Vol. 26, No. 7, pp. 472-483.
Lundkvist, A., & Yakhlef, A. (2004). Customer involvement in new service development: a
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Mabert, V. A. & Venkataramanan, M. A. (1998). Special research focus on supply chain linkages: Challenges for design and management in the 21st century. Decision Sciences, 29/3, 537–552. http://dx.doi.org/10.1111/j.1540-5915.1998.tb01353.x
Malleret, V. (2006). “Value creation through service offersâ€, European Management Journal , Vol. 24, No. 1, pp. 106-116.
Mathe, H. and R.D Shapiro (1993). ‘Integrating Service Strategy in the Manufacturing Company.’ London: Chapman & Hall.
Mathieu, V. (2001), “Product services: from a service supporting the product to service supporting the clientâ€, Journal of Business & Industrial Marketing , Vol. 16, No. 1, pp. 39-58.
Neely, A. (2008). ‘Exploring the financial consequences of the servitization of manufacturing’, Operations Management Research, vol. 1, no. 2, pp. 103-118.
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Purves, K., (2005). Meetings & Incentive travel. Corporate communications, 34(3), pp.13-15.
Raddats, C. (2011), “Aligning industrial services with strategies and sources of market differentiationâ€. Journal of Business & Industrial Marketing , Vol. 25, No. 5, pp. 332-343.
Raddats, C. and Easingwood, C. (2010), “Services growth options for B2B product-centric businessesâ€. Industrial Marketing Management , Vol. 39, No. 8, pp. 1334-1345.
Saunders, M., (1999). Linking external communication & organizational effectiveness. Organizational Development Journal, 17(4), pp. 35-40.
Schmenner, R. (2009). “Manufacturing, service, and their integration: some history and theoryâ€. International Journal of Operations & Production Management , Vol. 29, No. 5.
Stremersch, S. and Tellis, W. (2002). “Strategic bundling of products and prices: a new synthesis for marketingâ€. Journal of Marketing, Vol. 66, No. 1, pp. 55-72.
Theoharakis, V., Sajtos, L., & Hooley, G. (2009). The strategic role of relational capabilities in the business-to-business service profit chain. Industrial Marketing Management, 38(8), 914–924.
Ulaga, W., and Reinartz, W. J. (2011). Hybrid offerings: How manufacturing firms combine goods and services successfully. Journal of Marketing, 75, 5–23.
Vandermerwe, S. and Rada, J. (1988), “Servitization of business: adding value by adding servicesâ€. European Management Journal, Vol. 6, No. 4, pp. 314-324.
Vega-Vazquez, M., Revilla-Camacho, M.A. and Cossio, F.J. (2013). “The value co-creation process as a determinant of customer satisfactionâ€, Management Decision, Vol. 51(10), pp. 1945-1953.
Verstrepen, S. , Deschoolmeester, D. and Van Den, R. (1999), “Servitization in the automotive sector: creating value and competitive advantage through service after salesâ€. Global Production Management, Kluwer Publishers, Boston, MA, pp. 538-545.
Ward, Y. and Graves, A. (2005). Through-Life Management: the Provision of Integrated Customer Solutions by Aerospace Manufacturers, Bath University, London (internal publication).
Welch, M. and Jackson, R.P. (2007). Rethinking internal communication: a stakeholder approach. Corporate Communications: An International Journal, 12(2), pp. 177-198.
Windahl, C. , Andersson, P. , Berggren, C. and Nehler, C. (2004). “Manufacturing firms and integrated solutions: characteristics and implicationsâ€. European Journal of Innovation Management , Vol. 7, No. 3, pp. 218-228.
Windahl, C. and Lakemond, N. (2010), “Integrated solutions from a service-centered perspective: applicability and limitations in the capital goods industryâ€. Industrial Marketing Management , Vol. 39, No. 8, pp. 1278-1290.
Wise, R. and Baumgartner, P. (1999). “Go downstream – the new profit imperative in manufacturingâ€. Harvard Business Review, September-October, pp. 133-141
Baines, T.S. , Lightfoot, H.W. , Benedettini, O. and Kay, J.M. (2009a), “The servitization of manufacturing: a review of literature and reflection on future challengesâ€, Journal of Manufacturing Technology Management , Vol. 20 No. 5, pp. 547-567.
Baines, T. , Lightfoot, H. W., Peppard, J. , Johnson, M. , Tiwari, A. , Shehab, E. and Swink, M. (2009b), “Towards an operations strategy for product-centric servitizationâ€, International Journal of Operations and Production Management , Vol. 29 No. 5, pp. 494-519.
Bank Negara Malaysia (2014). Developments in the Malaysian economy. Quarterly Bulletin.
Second Quarter 2014.
Barratt, M., & Oke, A. (2007). Antecedents of supply chain visibility in retail supply chains: A resource-based theory perspective. Journal of Operations Management, 25, 1217-1233.
Brax, S. (2005), “A manufacturer becoming service provider – challengers and a paradoxâ€, Managing Service Quality, Vol. 15, No. 2, pp. 142-155.
Brown, S.W., Gustafsson, A. and Witell, L. (2009), “Beyond productsâ€, Wall Street Journal, June, p. 22.
Business Circle. (2014). High-value manufacturing – Malaysia’s next frontier (14 May 2014).
Available at http://www.businesscircle.com.my/high-value-manufacturing-malaysias-nextfrontier.
C & W (1999), Global Outsourcing and The Networked Economy: Telecom’s Opportunity to Deliver Real Competitive Advantage, Cable and Wireless, London.
Department of Statistics. (2015). Index of industrial production, Malaysia . November 2014.
Eggert, A. (2011). ‘Revenue and Profit Implications of Industrial Service Strategies,’ paper presented at Manchester Business School, University of Manchester, May.
Ellinger, A.E., Daugherty, P.J., Gustin, C.M. (1997),‘The relationship between integrated logistics and customer service’, Transportation Research: Part E, Logistics and Transportation Review, 33(3), pp. 129-138.
Gebauer, H. and Fleisch, E. (2007), “An investigation of the relationship between behavioural processes, motivation, investments in the service business and service revenueâ€, Industrial Marketing Management, Vol. 36 No. 3, pp. 337-348.
Gebauer, H. and Friedli, T. (2005), “Behavioral implications of the transition process from products to servicesâ€, Journal of Business and Industrial Marketing, Vol. 20 No. 2, pp. 70-78.
Gebauer, H. , Friedli, T. and Fleisch, E. (2006), “Success factors for achieving high service revenues in manufacturing companiesâ€, Benchmarking: An International Journal , Vol. 13, No. 3, pp. 374-386.
Gebauer, H., Ren, G.-J. , Valtakoski, A. and Reynoso, J. (2012). “Service-driven manufacturing: provision, evolution and financial impact of services in industrial firmsâ€, Journal of Service Management , Vol. 23(1), pp. 120-136.
George, W.R. (1986). “Internal communications programs as a mechanism for doing internal marketingâ€, in Venkatesan, M., Schamalensee, D.M. and Marchall, C. (Eds), Creativity in Services Marketing: What's New, What Works, What's Developing, American Marketing Association, Chicago, IL, Proceedings Series, pp. 83-84.
Germain, R. and Iyer, K.N.S. (2006).‘The interaction of internal and downstream integration and its association with performance, Journal of Business Logistics, 27 (2), pp. 29-52.
Gronroos, C. (1990), Service Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington Books/Maxwell Macmillan International Editions, Lexington, MA.
Gronroos, C. (2008). “Service logic revisited: who creates value? And who co-creates?â€, European Business Review, Vol. 20(4), pp. 298-314.
Gustafsson, A., Brax, S., & Witell, L. (2010). The future of service business in manufacturing firms. Journal of Service Management, 21(6), 557-563.
Headley, D.E. and Choi, B. (1992), “Achieving service quality through gap analysis and a basic statistical approachâ€. Journal of Services Marketing, Vol. 6, No.1, pp. â€14.
Hewitt, P. (2002), “The government’s manufacturing strategyâ€, Secretary of State for Trade and Industry, available at: www.dti.gov.uk/manufacturing
Jacob, F., and Ulaga, W. (2008). The transition from product to service in business markets: an agenda for academic inquiry. Industrial Marketing Management, 37(3), 247–253.
Johnstone, S. Dainty, A. and Wilkinson, A. (2009).’Integrating products and services through life: an aerospace experience’, International Journal of Product and Operations Management, 29.5, 520-538.
Kowalkowski, C. , Kindstrom, D. and Brehmer, P.O. (2011), “Managing industrial service offerings in global business marketsâ€. Journal of Business and Industrial Marketing, Vol. 26, No. 3, pp. 181-192.
Kucza, G. and Gebauer, H. (2011), “Global approaches to the service business in manufacturing companiesâ€, Journal of Business and Industrial Marketing , Vol. 26, No. 7, pp. 472-483.
Lundkvist, A., & Yakhlef, A. (2004). Customer involvement in new service development: a
conversational approach. Managing Service Quality , 14, 249-257.
Mabert, V. A. & Venkataramanan, M. A. (1998). Special research focus on supply chain linkages: Challenges for design and management in the 21st century. Decision Sciences, 29/3, 537–552. http://dx.doi.org/10.1111/j.1540-5915.1998.tb01353.x
Malleret, V. (2006). “Value creation through service offersâ€, European Management Journal , Vol. 24, No. 1, pp. 106-116.
Mathe, H. and R.D Shapiro (1993). ‘Integrating Service Strategy in the Manufacturing Company.’ London: Chapman & Hall.
Mathieu, V. (2001), “Product services: from a service supporting the product to service supporting the clientâ€, Journal of Business & Industrial Marketing , Vol. 16, No. 1, pp. 39-58.
Neely, A. (2008). ‘Exploring the financial consequences of the servitization of manufacturing’, Operations Management Research, vol. 1, no. 2, pp. 103-118.
Porter, M. and Ketels, C. (2003), UK Competitiveness: Moving to the Next Stage , Department of Trade and Industry, London.
Purves, K., (2005). Meetings & Incentive travel. Corporate communications, 34(3), pp.13-15.
Raddats, C. (2011), “Aligning industrial services with strategies and sources of market differentiationâ€. Journal of Business & Industrial Marketing , Vol. 25, No. 5, pp. 332-343.
Raddats, C. and Easingwood, C. (2010), “Services growth options for B2B product-centric businessesâ€. Industrial Marketing Management , Vol. 39, No. 8, pp. 1334-1345.
Saunders, M., (1999). Linking external communication & organizational effectiveness. Organizational Development Journal, 17(4), pp. 35-40.
Schmenner, R. (2009). “Manufacturing, service, and their integration: some history and theoryâ€. International Journal of Operations & Production Management , Vol. 29, No. 5.
Stremersch, S. and Tellis, W. (2002). “Strategic bundling of products and prices: a new synthesis for marketingâ€. Journal of Marketing, Vol. 66, No. 1, pp. 55-72.
Theoharakis, V., Sajtos, L., & Hooley, G. (2009). The strategic role of relational capabilities in the business-to-business service profit chain. Industrial Marketing Management, 38(8), 914–924.
Ulaga, W., and Reinartz, W. J. (2011). Hybrid offerings: How manufacturing firms combine goods and services successfully. Journal of Marketing, 75, 5–23.
Vandermerwe, S. and Rada, J. (1988), “Servitization of business: adding value by adding servicesâ€. European Management Journal, Vol. 6, No. 4, pp. 314-324.
Vega-Vazquez, M., Revilla-Camacho, M.A. and Cossio, F.J. (2013). “The value co-creation process as a determinant of customer satisfactionâ€, Management Decision, Vol. 51(10), pp. 1945-1953.
Verstrepen, S. , Deschoolmeester, D. and Van Den, R. (1999), “Servitization in the automotive sector: creating value and competitive advantage through service after salesâ€. Global Production Management, Kluwer Publishers, Boston, MA, pp. 538-545.
Ward, Y. and Graves, A. (2005). Through-Life Management: the Provision of Integrated Customer Solutions by Aerospace Manufacturers, Bath University, London (internal publication).
Welch, M. and Jackson, R.P. (2007). Rethinking internal communication: a stakeholder approach. Corporate Communications: An International Journal, 12(2), pp. 177-198.
Windahl, C. , Andersson, P. , Berggren, C. and Nehler, C. (2004). “Manufacturing firms and integrated solutions: characteristics and implicationsâ€. European Journal of Innovation Management , Vol. 7, No. 3, pp. 218-228.
Windahl, C. and Lakemond, N. (2010), “Integrated solutions from a service-centered perspective: applicability and limitations in the capital goods industryâ€. Industrial Marketing Management , Vol. 39, No. 8, pp. 1278-1290.
Wise, R. and Baumgartner, P. (1999). “Go downstream – the new profit imperative in manufacturingâ€. Harvard Business Review, September-October, pp. 133-141
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28-12-2016
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Zulkepli, Z. H., Hasnan, N., & Mohtar, S. (2016). CORPORATE COMMUNICATION AND INTERNAL SUPPLY CHAIN MANAGEMENT IN MANUFACTURING INDUSTRY. Journal of Technology and Operations Management, 11(2), 25–34. https://doi.org/10.32890/jtom2016.11.2.3
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