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Presentation
Value Creation through Integration of Supply Chain Management and Marketing Strategy
3rd International Conference on Marketing and Business Strategy (ICOMBS - 2010: Global Strategies for Value Creation, Sustenance and Growth) organized by IBS - Hyderabad on December 3 - 4, 2010. (2010)
  • Pankaj M Madhani
Abstract

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.

Keywords
  • Supply chain management,
  • Marketing,
  • Value chain,
  • Integration
Publication Date
December 3, 2010
Citation Information
Pankaj M Madhani. "Value Creation through Integration of Supply Chain Management and Marketing Strategy" 3rd International Conference on Marketing and Business Strategy (ICOMBS - 2010: Global Strategies for Value Creation, Sustenance and Growth) organized by IBS - Hyderabad on December 3 - 4, 2010. (2010)
Available at: http://works.bepress.com/madhani/82/