Improving the Supply Chain - Marketing Interface, Translating the Voice of the Customer into Processes

Abstract

The aim of this paper is to develop and test a framework for leveraging the supply chain-marketing interface to deliver customer value through a standardized closed-loop customer feedback strategy. The manuscript begins with a literature review in the fields of both marketing and supply chain, resulting in a framework that defines a systematic process to deliver customer value by creating synergy between the two fields. This framework is then validated through empirical activities at Company Beta. Regarding the findings, it appears that the application of the conceptual framework, endorsing the importance of closed-loop customer feedback, highlights the role that a supply chain-marketing interface plays in delivering customer value. Nonetheless, there are some necessary prerequisites and contextual variables that must be taken into consideration to ensure a successful implementation of the framework. Since the framework validation is based on a single case study, results cannot be generalized. The preliminary results suggest that a contingent approach is necessary to adapt the framework to different company contexts, paving the way for future research. Existing studies address ways in which companies should restructure to support the integration of marketing and supply chains, and researchers are in harmony that the integration can contribute to company success. As of yet, there is no comprehensive guide for the inter-functional activities needed to leverage the supply chain-marketing interface towards customer-centricity and customer value creation.