The Process of Problem Finding: A Production-Marketing Example

In the August 1976 issue of Interfaces a call was made by Robert Graham for “inputs from readers” describing experiences in practice regarding the process of problem identification. The following article was written in response to that call. The article describes a game-model employed to identify goal conflicts between the production and marketing areas in a large industrial firm. The principal problem addressed was the lack of coordination between the areas. The problem surfaced when marketing took an aggressive price strategy without considering the impact on production requirements. Each area was aware of the impact that the other area could have on its performance but tended to disregard the factor. By developing a model that “mirrored the characteristics” of each area and by employing the model in a “game-playing mode” conflicts were highlighted. The game-play exercise brought about required change in both areas.