This study is dedicated to strategic decision-making regarding order penetration point (OPP), which is the boundary between make-to-order (MTO) and make-to-stock (MTS) policies. This paper considers a supply chain in which a manufacturer produces semi-finished items on an MTS basis for a retailer that will customise the items based on MTO policy. This two-echelon supply chain offers different products to a market comprised of homogenous customers who have different preferences and willingness to pay. The retailer wishes to determine the optimal OPP, the optimal semi-finished goods buffer size, and the price of the products with assumption of price sensitive demand function. Moreover, we consider both shared and unshared capacity models in this paper. A matrix geometric method is utilised to evaluate various performance measures for this system, and then, optimal solutions are obtained by enumeration techniques. The suggested queuing approach is based on a new perspective between the operations and marketing functions which captures the interactions between several factors including inventory level, product pricing, OPP, and delivery lead time. Finally, parameter sensitivity analyses are carried out and the effect of demand on the profit function, the effect of prices ratio on completion rates ratio and buffer sizes ratio and the variations of profit function for different prices, completion percents, and buffer sizes are examined. Keywords: queuing system; supply chain; order penetration point (OPP); integrated operations-marketing perspective; MTS-MTO queue; matrix geometric method (MGM) 1. Introduction One production system which has recently attracted researchers' and practitioners' consideration is hybrid make-to-order/ make-to-stock (MTS-MTO) (Rafiei and Rabbani 2012). The MTS production system can meet customer orders fast, but confronts inventory risks associated with short product life cycles and unpredictable demands. In contrast, MTO producers can provide a variety of products and custom orders with lower inventory risks at the expense of longer customer lead times. Moreover, in MTS production, products are stocked in advance, while in MTO, a product starts to be produced only after an order is received. The MTS-MTO supply chain is appropriate wherever common modules are shared by various finished products through divergent finalisation. The MTS-MTO supply chain inherits two key characteristics: First, it can reduce cost of producing standard modules by taking advantage of economies of scale during the MTS stage. Second, it can concurrently satisfy the need for high product variety by taking advantage of MTO's flexibility (Wang et al. 2011). To differentiate the three above-mentioned systems, the concept of Order Penetration Point (OPP) is utilised in Figure 1. This point specifies the stage where the customer's desired specifications influences the production value chain (Hoekstra, Romme, and Argelo 1992). As shown in Figure 1, customer's specifications are taken into consideration in different places ...