Much of the human factors research in the area of advanced manufacturing has been concerned with human factors in the design and implementation of manufacturing technology. Recent research has shown that competitive manufacturing needs to be based upon developing a manufacturing strategy which satisfies business needs. Investment in technology by itself does little to improve competitiveness and profitability. The article therefore considers the application of human factors in the development of a manufacturing strategy. This is quite a different problem from using human factors at the design and implementation level, and a more careful and pragmatic approach is needed. Some preliminary results of research aimed at developing a manufacturing strategy tool kit suitable for senior managers are described.