Title: Marketing and supply chain management integration: strategic implications for enhancing customer value proposition

Authors: Pankaj M. Madhani

Addresses: ICFAI Business School (IBS), IBS House, Near GNFC Tower, SG Road, Bodakdev Ahmedabad 380 054, India

Abstract: This paper aims to investigate between the renewed emphasis and interests in integration of marketing and supply chain management (SCM) strategies. Providing customer service in the value chain is largely the domain of two functional areas – marketing and SCM. Collaborative integration between these functions is necessary for the firms in gaining competitive advantage. Such firms are more successful in enhancing customer value proposition. This paper shows the advantages of integration between marketing and SCM capabilities and demonstrates how such integration can leverage their strengths. The paper highlights key drivers of marketing and SCM integration and describes detailed processes and mechanisms for achieving such integration in the firms. The prior literature on marketing and SCM integration is reviewed and an evaluation framework is presented which exhibits the benefits of marketing and SCM integration and provides a basis for further empirical validation.

Keywords: marketing; supply chain management; SCM; customer value proposition; cross-functional collaboration; interdepartmental integration; competitive advantage; customer service; value chain.

DOI: 10.1504/IJECRM.2011.041263

International Journal of Electronic Customer Relationship Management, 2011 Vol.5 No.2, pp.153 - 170

Available online: 14 Jul 2011 *

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