Convergence of Supply Chain and Marketing (CSM) for Building Competitive Advantages

What is it about?

The failure of supply chain and marketing integration is significant barriers to identifying and responding to customer demand, optimizing inventories and production runs, exploiting sales and product development opportunities, and servicing the customer base. It also leads to either excessive inventories or out-of-stock situations. Poor collaboration leads to this situation internally, as well as up and down the external supply and marketing channels. The goal of Convergence of Supply Chain and Marketing (CSM) is to create unique competitive advantages by linking together customer values with a more effective flow of products and goods. Research highlights role of CSM in resolving conflict between supply chain and marketing, and suggests effective strategy for its implementation.

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Photo by Kaleidico on Unsplash

Photo by Kaleidico on Unsplash