Cornelius Van der Walt, Greg Tosen, Krishna Kistan Govender



Although manufacturing operations management (MOM) could play an important role in the Fourth Industrial Revolution by making manufacturers more competitive, MOM projects are complex and expensive, and their implementation challenging. The aim of this qualitative research was to establish the engagement requisites to ensure beneficial application of MOM technology. Participants in the study included MOM suppliers and clients with 178-year collective experience. From a thematic analysis, it became evident that a sales approach of selling business benefits, as opposed to technology features, is more suitable for fully exploiting the opportunities and benefits of MOM technology. The communication gap between suppliers and clients also emerged as a probable reason for the failure to embrace MOM technology. One way to address this gap is to focus consciously on enhancing empathy between the role-players. A multi-level engagement structure set up on the client’s side could enhance the communication between suppliers and clients, and assist with the consensus buying phenomenon that is manifesting in the contemporary complex sales environment. It became apparent that a framework to engage in the analysis of MOM system opportunities will provide a holistic, integrated, and systemic solution to realising the maximum benefits of MOM technology.


manufacturing operations system; fourth industrial revolution, technology

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DOI: https://doi.org/10.7166/31-1-2210


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Copyright (c) 2020 krishna kistan Govender, Cornelius Van der Walt, Greg Tosen

ISSN 2224-7890 (on-line) ; ISSN 1012-277X (print)

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