Transformations  in
Business & Economics

Coordination of Marketing and Manufacturing Activities in Lithuanian Business Development
Rita Kuvykaitė, Viltė Auruškevičienė, Aura Drakšaitė

ABSTRACT. Business environment today is turbulent and dynamic. Expanding companies encounter problems related to linking of primary activities. The purpose of this paper is to reveal the change of main activities linking techniques during company development and expansion.

In the article, all primary activities of the firm are classified into two types, namely, upstream (manufacturing-oriented) and downstream (marketing-oriented) activities. These activities are main value added activities.

Development and expansion of a company results in the change of organizational structure. As organizational structure becomes more complex, more informal techniques of primary activities linking techniques are used.

In order to formulate research questions, the model of primary activities linking techniques was created. The model helps to understand the linking of primary activities during company development and expansion.

The empirical research demonstrated that informal techniques are used more when business environment becomes more uncertain and complex.

KEYWORDS: business development, marketing, manufacturing, organizational framework, Denmark, Switzerland, Lithuania.

JEL classification: M21, F01, M31, O14, L22, P2.