The evolving nature of the marketing–supply chain management interface in contemporary markets

Abstract

Purpose

The purpose of this paper is to reshape and interpret the essence of marketing–supply chain management (M–SCM) interface in the glance of the dramatic changes occurring in competition and market relationships.

Design/methodology/approach

By reviewing relevant literature and analyzing evolutions in the different phases of the marketing funnel, the author develops an evolutionary pattern for M–SCM interface.

Findings

As the markets evolve to an always-on, service-dominant logic, being market-driving becomes a necessary condition, and as such marketing strategies must be capable of reconfiguring supply chains to reshape the value for customers. This implies a dramatic organizational change, even beyond mere technological issues.

Originality/value

The paper aims at setting some research directions for business process management and organizational patterns to govern M–SCM interface.

Citation

Noci, G. (2019), "The evolving nature of the marketing–supply chain management interface in contemporary markets", Business Process Management Journal, Vol. 25 No. 2, pp. 379-383. https://doi.org/10.1108/BPMJ-07-2018-0202