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

Abstract

Marketing and SCM integration creates strategic assets for the organisation. According to RBV, strategic resources – organisation assets that are rare, valuable, difficult to imitate or substitute and organisationally activatable are seen as the basis for shareholder value creation. They enable the organisation to generate and implement strategies to enhance overall efficiency and effectiveness. This research identifies key organisational resources and capabilities contributing to successful marketing and SCM integration and explains how and why organisational resources enhance such integration. As marketing and SCM integration is a complex phenomenon, it is influenced by a variety of tangible and intangible resources of an organisation. A research-capability matrix is developed to analyse collaborative efforts of marketing and SCM. This paper develops a business value added framework from RBV perspective to explain integration of marketing and SCM. The paper also provides an evaluation framework for net income and RONA calculation to measure effectiveness of such integration.