Going “purple”: Can military jointness principles provide a key to more successful integration at the marketing-manufacturing interface?

When the colors of all the U.S. armed services’ uniforms are combined, the color purple appears; therefore, military insiders refer to inter-service operations as “purple” operations. Now a core concept, the “jointness” of U.S. military strategic response to a critical operational failure encapsulat...

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Veröffentlicht in:	Business horizons 2009-05, Vol.52 (3), p.251-263
Hauptverfasser:	Douglas, Matthew A., Strutton, David
Format:	Artikel
Sprache:	eng
Schlagworte:	Armed forces Cross-functional interface Integration Jointness Manufacturing Marketing Marketing-Manufacturing interface Military strategy Product development and value creation Strategic management Studies
Online-Zugang:	Volltext
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