Abstract
Purpose– The purpose of this paper is to outline the usage of interactive marketing tools in the area of sales and operations planning (S&OP) to further collaboration among supply chain partners. Emergent challenges and research directions are proposed.Design/methodology/approach– Using extant literature from S&OP, supply chain management and interactive marketing, the authors integrate those to show the value of using interactive marketing tools to further integration across the supply chain of important S&OP processes.Findings– S&OP utilizes sophisticated software to integrate various business processes beyond B2C and into B2B relationships.Research limitations/implications– Uncertainty exists as to the measurement of the performance of a supply chain, or the network or system of companies, is not developed enough to deal with that issue. However, this is addressed in the research questions section.Practical implications– The practical implications for the use of integrative marketing tools to link B2C as well as B2B partners through S&OP are numerous and far reaching.Originality/value– This study uniquely examines the use of interactive marketing tools for B2B, as opposed to simply B2C.
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