In the twenty-first-century as strategies and structures of the organizations are changing to cope up with increased competitive pressure and fast changing customer demand, it is imperative to study how those changes are manifest in their supply chains. Based on extensive study of more than 60...

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....

The paper aims to focus on and discuss the issues of cross-functional collaboration pertaining to SCM and marketing. In many firms, the SCM still seems to be disconnected from the marketing or demand side as it has only a faint idea of the drivers behind customer demand. Firms that have...

During period of economic recovery organizations explore all available opportunities and build resources as well as capabilities for growth and sustainable development. During period of recovery, market expands and competition increases, thereby putting lot of pressure on front end (i.e....

A new, emerging business model of DCM builds on a close alignment between marketing and SCM resources and capabilities. Effective DCM requires better utilization of organizational resources and capabilities, and hence creates customer value proposition in a constantly changing market. The goal...

A new, emerging business model, of demand chain management (DCM) builds on a close alignment between marketing and SCM resources and capabilities. This paper aims to understand how to achieve marketing and SCM integration and subsequently deployment of an effective DCM through better utilization...

Providing customer service in the value chain is largely the domain of two functional areas – marketing and supply chain management (SCM). Marketing and SCM often operate as self-optimizing, independent entities. Undoubtedly, one important strategic issue that needs more research is the...

During period of economic recovery organizations explore all available opportunities and build resources as well as capabilities for growth and sustainable development. During period of recovery, market expands and competition increases, thereby putting lot of pressure on front end (i.e....

Integration of supply chain Management and marketing decisions should be a prime concern of any profit maximizing firm. Firms that have linked their supply chain management and marketing management capabilities have created “Convergence of Supply Chain Management and Marketing (CSM)”. CSM...

This paper focuses on the concept of supply chain; highlight advantages of integration between supply chain and marketing mix; demonstrate how supply chain can leverage the strengths of marketing mix strategy and meet the challenges of customer value creation in today's dynamic market place; and...