Abstract
This study aims to investigate the influence of utilizing enterprise level marketing information system in the form of adopting a combination of software tools on the reduction of bullwhip effect. In order to formulate our research hypothesis, we revised the literature extensively. The empirical study findings indicated a positive influence and relationship between the Enterprise Marketing Information System in the form of ERP software, Social Media Monitoring Tools, Business Intelligence Tools and Reduction in Bullwhip Effect.
Highlights
As the 21st century dawns, the battle for customers have never been so intense that deregulation, diversification and globalization have stimulated a dramatic rise in competition (Algharabat & Zamil, 2013)
Marketing initiatives have a considerable impact on supply chain management (Lummus, Leslie, & Vokurka, 2003)
The analysis started by examining the structure and dimensionality of the study constructs using exploratory factor analysis (EFA) and reliability analysis
Summary
As the 21st century dawns, the battle for customers have never been so intense that deregulation, diversification and globalization have stimulated a dramatic rise in competition (Algharabat & Zamil, 2013). Marketing mediation involves matching supply to demand, so effective market mediation requires accurate and timely information about the dynamics of supply and demand and incorporates IT-enabled processes, including collaborative planning and forecasting replenishment (CPFR), advanced supply chain planning and logistics and distribution management. The interest for the vendors-customer relationship through relationship marketing has been evolving. Through this relationship orientation, companies are trying to build trustworthy relationship with customers for achieving competitive advantage by accumulating and analyzing customer-focused information (Parvatiyar & Seth, 2001). Customer Relationship Management (CRM) in terms of sales force automation and marketing automation is poised for revolutionary changes in its organizational context as well as in its relationship with customers (Achrol & Kotler, 1999). In addition to supporting the customer order fulfilment processes, the information capture and its management within CRM applications are playing vital role through the integration of CRM with Enterprise Resource Planning (ERP) and Supply Chain Management (SCM) to enhance customer service (Xu, Yen, & Lin, 2002)
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