Browsing by Author "Bernard, Kenneth N."

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Open Access
Just-in-time: some marketing issues raised by a popular concept in production and distribution
(1989) Arnold, Ulli; Bernard, Kenneth N.
The literature of the past 30 years is liberally sprinkled with contributions dedicated to the improvement of corporate efficiency: one of the key areas to have been addressed is that of costs, which has focused attention on, inter alia, the costs of inventory. Frequently it appears that the development of a logistical system which can eliminate or significantly reduce inventory is not only assumed to be universally practicable but ipso facto desirable. However, in much the same way as many companies appear not to appreciate the corporate implications of a marketing orientation, so also Just-In-Time (JIT) seems commonly to be regarded as a concept or as a practice which only has relevance to limited areas of a company's business. In this article, the authors endeavour to create awareness of two key areas: the essential prerequisites for the implementation of a JIT programme, and the consequences that flow from such a decision. The ‘internal’ cost saving potential is discussed, and this is complemented by consideration of some of the potential effects on the product range and the ways in which the marketing mix may be affected. Recent experiences in the development of logistical bases in the United Kingdom and in the Federal Republic of Germany are discussed, in parallel with current practices in Japan. The authors do not pretend to have formulated a definitive scenario, but offer their thoughts as a basis for deliberation by managers in the belief that the decision to implement a JIT programme should be subservient to the corporate strategic plan rather than to dominate the planning process.