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Measuring Market-Manufacturing Congruence: Conceptual Reaffirmations and Mathematical Modifications

Narasimhan and Wang (2000) provide a valuable addition to the research base by identifying a limitation in two of the original equations in Bozarth and Berry (1997), which we resolve, and a possible research direction for the calibration of indifference profiles. However, they fall short in their interpretation of key conceptual and methodological issues, including the distinction between indifference and ideal profiles, the difference between individual profile dimensions and overall congruence, and firm versus industry-level manufacturing strategy research. We use this opportunity to clear up these points of confusion, and to reaffirm the value of the methodology introduced in Bozarth and Berry (1997).