Value Creation Through Integration of Supply Chain Management and Marketing Strategy

The IUP Journal of Business Strategy, Vol. 9, No. 1, pp. 7-26, 2012

21 Pages Posted: 26 Apr 2012 Last revised: 31 Jul 2012

See all articles by Pankaj M. Madhani

Pankaj M. Madhani

Former Dean (Academics) & Professor

Multiple version iconThere are 2 versions of this paper

Date Written: July 31, 2012

Abstract

There has been a drastic increase in the pressure on organizations to find new ways to create and deliver value to customers through SCM and marketing initiatives. The goal of SCM and marketing integration is to create unique competitive advantages by linking together customer values with a more effective flow of products. The flow must always be refined and create customer value proposition in a constantly changing market. This paper provides an evaluation framework for measurement of performance improvement observed with integration of SCM and marketing.

Keywords: value creation, supply chain management, marketing, collaboration, integration

Suggested Citation

Madhani, Pankaj M., Value Creation Through Integration of Supply Chain Management and Marketing Strategy (July 31, 2012). The IUP Journal of Business Strategy, Vol. 9, No. 1, pp. 7-26, 2012 , Available at SSRN: https://ssrn.com/abstract=2045476

Pankaj M. Madhani (Contact Author)

Former Dean (Academics) & Professor ( email )

India

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
1,613
Abstract Views
6,266
Rank
20,848
PlumX Metrics