SCM and Marketing Integration: A Value Enhancing Strategy
3rd International Conference on Marketing and Business Strategy (ICOMBS, 2010, Global Strategies for Value Creation, Sustenance and Growth), Hyderabad, India, December 3-4, 2010
Posted: 7 Dec 2010 Last revised: 31 Jul 2012
There are 2 versions of this paper
Value Creation Through Integration of Supply Chain Management and Marketing Strategy
SCM and Marketing Integration: A Value Enhancing Strategy
Date Written: July 31, 2012
Abstract
Purpose: This paper aims to investigate between the renewed emphasis and interests in integration of supply chain management (SCM) and marketing and relatively very few recorded cases of successful implementations.
Design/methodology/approach: The prior literature on SCM and marketing integration is reviewed and a framework is presented which shows the relationship between SCM and marketing integration along with performance improvement in value chain.
Findings: The conclusion supports the importance of SCM and marketing integration for overall better performance of the organization.
Research limitations/implications: The framework developed in this paper provides a review of SCM and marketing integration and a basis for further empirical validation.
Practical implications: The framework developed in this paper suggests that SCM and marketing convergence may have positive impact on value chain.
Originality/value: This paper expands the concept of SCM and marketing interdependence in the value chain and provides a direction for further studies on integration of SCM and marketing strategy.
Keywords: Supply chain management, Marketing, Value chain, Integration
Suggested Citation: Suggested Citation