Marketing and supply chain management integration: a resource-based view of competitive advantages

What is it about?

Marketing and SCM integration creates strategic assets for the organization. According to RBV, strategic resources – organization assets that are rare, valuable, difficult to imitate or substitute and organizationally activatable are seen as the basis for shareholder value creation. They enable the organization to generate and implement strategies to enhance overall efficiency and effectiveness. This research identifies key organizational resources and capabilities contributing to successful marketing and SCM integration and explains how and why organizational resources enhance such integration.

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Photo by Vardan Papikyan on Unsplash

Photo by Vardan Papikyan on Unsplash