A web decision support system for coordinating production marketing decisions under distributed decision making environment

This study proposes a Web Decision Support System (DSS) as a new approach to resolving conflicts arising at the interface of production and marketing which have traditionally been in conflict with each other. Many researchers studied the types and resolution mechanisms of conflicts among various organizations and organizational units. However, as global and distributed operations of firms based on the Internet become a commonplace business landscape, these conflict resolution mechanisms are found very difficult to be directly applied. From this perspective, the Web DSS proposed in this study can be claimed to be appropriate for the Internet-based distributed business operations. The current related literature on the production–marketing interface shows that the possible use of the Web DSS approaches has little been studied in spite of the decent amount of research conducted on the coordination of decision making between the two functions. This paper develops the architecture of the Web DSS and demonstrates its effectiveness based on the implementation results.