Marketing in the emerging era of build-to-order manufacturing

Arun Sharma, Peter LaPlaca

Research output: Contribution to journalArticlepeer-review

34 Scopus citations


Build-to-order (BTO) and lean manufacturing processes are changing the paradigms under which businesses-to-business marketers operate. For example, BTO processes allow marketers to customize products to a greater degree, creating a competitive advantage over traditional manufacturing. Business-to-business (B2B) marketers who take advantage of the operational efficiencies and effectiveness that emerge from BTO are outperforming firms that utilize traditional manufacturing processes in multiple industries, such as office furniture, personal computers, and windows. This paper examines the long-term impact of the adoption of build-to-order manufacturing strategies on the marketing function and identifies marketing strategies associated with successful BTO companies. Throughout, the paper highlights managerial implications and proposes directions for future research.

Original languageEnglish (US)
Pages (from-to)476-486
Number of pages11
JournalIndustrial Marketing Management
Issue number5
StatePublished - Jul 1 2005


  • Build-to-order
  • Manufacturing process
  • Marketing

ASJC Scopus subject areas

  • Marketing


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