Manufacturing Strategy


Prof. Rajat Agrawal

IIT Roorkee

*Additional GST and optional Exam fee are applicable.

SKU: IIT Roorkee Category:


The aim of this course is to provide a treatment to manufacturing functions to gain competitive advantage. Normally, operation activities are considered reactive in nature. Therefore, organizations are not able to use operation function for competitiveness. W.Skinner wrote the seminal artivle in HBR in 1969 to highlight the role of manufacturing in corporate strategy. This course will discuss the process of formulation of manufacturing strategy and will also discuss various tools and techniques for making a world class organization. This course will have a right blend of theory and case discussions.


(1) Industry people who wants to use “operations” for competitive advantage.
(2) Students doing research in operations management.
(3)Students doing Masters and Bachelors degrees in area of operations management, industrial engineering etc.


(1)Companies involved in manufacturing activities will be the primary beneficiary of this course.
(2)Services organizations such as Hotels, Airlines, Healthcare sector will also find this course useful to leverage on their operational capabilities.


Dr. Rajat Agrawal is a Professor at Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee. He is Associate Dean for Innovation and Incubation, IPR Chair Professor of DPIIT, Govt of India at IIT Roorkee.

He is a Joint faculty member at Center of Excellence for Disaster Mitigation and Management and Associate faculty member at Center of Excellence for Transportation Management, IIT Roorkee. He initiated the process of establishing the Design Innovation Centre at IIT Roorkee and presently Co-PI and Co-coordinator of the Centre. Dr. Rajat was a visiting fellow to Copenhagen Business School, Copenhagen, Denmark. He was awarded ICCR Chair at Indonesia in year 2016-17. His area of interest is Production and Operations Management including Supply Chain Management, Manufacturing Strategy and World Class Manufacturing.

He has guided 19 Ph D thesis in these areas and currently 12 students are working under his guidance. He has completed 12 research/consultancy projects of National and
International importance. Three projects worth over Rs2.5 Cr are in progress.

He has more than 120 research papers in refereed journals and more than 25 research papers in refereed conference proceedings. He has authored one book published by Bloomsbury and book chapters in 8 books. He organized First PANIIT International Management Conference in year 2018.

Additional information



Total hours


Certification Process

1. Join the course
Learners may pay the applicable fees and enrol to a course on offer in the portal and get access to all of its contents including assignments. Validity of enrolment, which includes access to the videos and other learning material and attempting the assignments, will be mentioned on the course. Learner has to complete the assignments and get the minimum required marks to be eligible for the certification exam within this period.

COURSE ENROLMENT FEE: The Fee for Enrolment is Rs. 2000 + GST

2. Watch Videos+Submit Assignments
After enrolling, learners can watch lectures and learn and follow it up with attempting/answering the assignments given.

3. Get qualified to register for exams
A learner can earn a certificate in the self paced course only by appearing for the online remote proctored exam and to register for this, the learner should get minimum required marks in the assignments as given below:

Assignment score = Score more than 50% in at least 6/8 assignments.
Exam score = 50% of the proctored certification exam score out of 100
Only the e-certificate will be made available. Hard copies will not be dispatched.”

4. Register for exams
The certification exam is conducted online with remote proctoring. Once a learner has become eligible to register for the certification exam, they can choose a slot convenient to them from what is available and pay the exam fee. Schedule of available slot dates/timings for these remote-proctored online examinations will be published and made available to the learners.

EXAM FEE: The remote proctoring exam is optional for a fee of Rs.1500 + GST. An additional fee of Rs.1500 will apply for a non-standard time slot.

5. Results and Certification
After the exam, based on the certification criteria of the course, results will be declared and learners will be notified of the same. A link to download the e-certificate will be shared with learners who pass the certification exam.


Course Details

Week 1: 
(1) Manufacturing output
(2) Operations Systems
(3) Operations Strategy
(4) Functional strategy within context of a firm
(5) Functional dominance within corporate strategy
Week 2: 
(1) Concept of world class manufacturing organization
(2) 6 Ps of Manufacturing
(3) Skinners’ view and Hayes and Wheelwright framework of Manufacturing Strategy
(4) Alternative paradigm of manufacturing strategy
(5) Some generic manufacturing strategies I
Week 3: 
(1) Developing a manufacturing strategy
(2) Understanding markets
(3) The concept of order winners and qualifiers
(4) Basic Characteristics and Specific Dimensions of Order Winners and Qualifiers
(5) Some specific order winners and qualifiers I
Week 4: 
(1) Some specific order winners and qualifiers II
(2) Some specific order winners and qualifiers  III
(3) Some specific order winners and qualifiers (Non operation related criteria)
(4) Developing an Operations Strategy: Methodology
(5) Developing an Operations Strategy
Week 5: 
(1) Developing an Operations Strategy: Roth and Miller Classification
(2) Enlightened View of Manufacturing
(3) Manufacturing Strategy Taxonomy: Some evidences from China
(4) Quality Management and Manufacturing Excellence
(5) Total Quality Management and Manufacturing Excellence
Week 6: 
(1) Deming’s approach to Quality
(2) Business Excellence Awards
(3) Process Choice
(4) Process Choice: 3 Dimensional View
(5) Product Profiling
Week 7: 
(1) Critical success factors for World Class Manufacturing
(2) Value Added Engineering
(3) Total Employee Involvement
(4) HR theories for Operations Strategy
(5) Flexible Manufacturing system
Week 8: 
(1) Concept of Focus wrt Manufacturing Strategy
(2) Toyota production System I
(3) Toyota production System II
(4) World Class Manufacturing and India
(5) Achieving World Class Status

Books and References

(1) Manufacturing Operations Strategy Alex Hill & Terry Hill Palgrave Macmillan
(2) Total Quality Management Dale H Besterfield and other Pearson
(3) Manufacturing- Missing Link in Corporate Strategy W SkinnerHarvard Press, 1969
(5) The Toyota Way J K Liker Tata McGraw Hill


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