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
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
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