Convergence of Supply Chain Management and Marketing for Competitive Advantage

Paper presented at International Conference on Innovation in Redefining Business Horizon (IIRB 2008), organized jointly by IMT Ghaziabad, University of New Castle Australia, Euromed Marseille Ecole de Management Domaine France, and Association of Indian Management Schools, pp. 18-19, December 2008

Posted: 10 Dec 2011

See all articles by Pankaj M. Madhani

Pankaj M. Madhani

Former Dean (Academics) & Professor

Date Written: December 7, 2011

Abstract

Convergence of Supply Chain and Marketing (CSM) helps supply chain and marketing managers reconcile the issues between opportunity losses due to insufficient capacity for meeting unexpectedly high demand and real losses due to excess capacity for meeting forecasted demand that is not realized. By encouraging supply chain and marketing people meet in new interesting scenario of CSM, firms can develop unique competitive advantages. Paper also highlights role of CSM in resolving conflict between supply chain and marketing. CSM approach takes a view that supply chain and marketing management overlap, and that effective management is to integrate the two. If this is achieved, it results in bringing often conflicting objectives more closely together.

Keywords: Supply Chain Management, Marketing, Competitive Advantage

Suggested Citation

Madhani, Pankaj M., Convergence of Supply Chain Management and Marketing for Competitive Advantage (December 7, 2011). Paper presented at International Conference on Innovation in Redefining Business Horizon (IIRB 2008), organized jointly by IMT Ghaziabad, University of New Castle Australia, Euromed Marseille Ecole de Management Domaine France, and Association of Indian Management Schools, pp. 18-19, December 2008, Available at SSRN: https://ssrn.com/abstract=1969709

Pankaj M. Madhani (Contact Author)

Former Dean (Academics) & Professor ( email )

India

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