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...

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...

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...