Open AccessTheory of Constraints Implications in Marketing. Estonian Cases
Author(s) -
Kalev Kaarna,
Mait Miljan
Publication year - 2002
Publication title -
ekonomika
Language(s) - English
Resource type - Journals
eISSN - 2424-6166
pISSN - 1392-1258
DOI - 10.15388/ekon.2002.17015
Subject(s) - estonian , luck , marketing , implementation , computer science , management science , economics , business , epistemology , philosophy , linguistics , software engineering
The theory of Constraints received the most attention in the middle of 1990’s, when the developer of the concept Dr. E. Goldratt published his second book “It’s Not Luck”. In spite of impressive number of articles published and over 100 successful implementations, the marketing side of the Theory of Constraints is not much discussed. This paper focuses on providing an overview of the Theory of Constraints of the main principles and techiniques, the concept’s implications for marketing and illustrates the suitability of the Theory of Constrainst for marketing management in Estonia with two cases.