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.
- Supply chain management,
- Value chain,
Available at: http://works.bepress.com/madhani/82/