The role of marketing in supply chain management

Abstract

The concept of supply chain management (SCM) started in the logistics literature, and logistics has continued to have a significant impact on the concept. This study, however, proposes that the concepts of the marketing concept, a market orientation, relationship marketing, and SCM are not separate. Rather they are inextricably intertwined. The main purpose of this study is to highlight the role of marketing in the implementation of SCM by suggesting cause‐and‐effect relationships. Research propositions are presented and future empirical studies are called for to test the cause‐and‐effect relationships suggested in an integrative model.

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