Value Creation Through Cross-Functional Collaboration Making a Case for Scm and Marketing Integration

Abstract

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 ivers behind customer demand. Firms that have integrated their SCM and marketing capabilities are more successful in bringing often-conflicting objectives more closely together. This paper aims to investigate between the renewed emphasis and interests in integration of SCM and marketing. The prior literature on SCM and marketing integration is reviewed and a framework is presented which shows the benefits of SCM and marketing integration and provides a basis for further empirical validation.