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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.

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.

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.

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

The purpose of this paper is to explore the marketing‐supply chain management (SCM) interface in new product development (NPD) processes through a contingent approach.

The study endorses Thompson's taxonomy of interfaces – pooled interdependence, sequential interdependence and reciprocal interdependence – to classify the approaches observed through case study research on two innovation processes within the same unit. A number of contingent variables is hypothesized as possible factors impacting on the very interface adopted by the company. Thompson's taxonomy and the contingent variables constitute the conceptual framework of the study.

Results show that the conceptual framework provides encouraging results in interpreting the marketing‐SCM interface design by companies, even if some refinements, especially as far as the interface taxonomy are concerned, appear necessary to provide a comprehensive understanding of the phenomenon.

Since the study is based on two cases, outcomes cannot be generalized. Nonetheless, the preliminary results and the rich understanding of the phenomenon provided by the in‐depth case studies suggested a number of research proposition to frame future research on the topic.

The paper observes the marketing‐SCM interface in a contingent way, providing a new interpretive framework for its analysis and design, and showing how the encouraged view in literature towards marketing‐SCM integration may be problematic and counterproductive in specific circumstances.

This study aims to contribute to the scholarly fields of supply chain management (SCM) and service-dominant logic (SDL) by conducting a systematic literature review on business-to-business (B2B) marketing and SCM studies.

After the collection and refinement of 127 articles on SDL and SCM interface, descriptive and thematic analyses were applied to discover the current situation and the existing research streams in the literature.

The SDL-SCM literature focuses on five main research streams which are value co-creation and value-in-use, integration and relationship management, resource sharing, servitization and service supply chains. Each of them are explored in depth, and future research opportunities are proposed.

The research is limited with the selected articles. Future scholarly attention to the intersection between SDL and SCM will enhance the knowledge on these fields.

The study contributes to both of these fields by summarizing the existing scholarly research and proposing research opportunities for scholars. It is one of the first efforts to systematically review the interface between SCM and SDL.

The purpose of this paper is to present a literature survey on, and classification for, green marketing research.

Suitable keywords were used to search peer-reviewed journal articles published in marketing, business and management journals in duration 1990-2014. The articles identified were screened for titles, abstracts, keywords, frameworks, headings and sub-headings that resulted in 161 relevant articles. These articles were classified across thematic categories and their distribution was also presented for year of publication, publication outlets, location of authors, key contributing authors.

The articles were classified across four thematic categories: eco-orientation, green marketing strategy, green marketing functions and green marketing consequences. It outlined the contribution of the earlier work under each theme, illustrated upon their implications for green marketing practice and research and provided directions for future research.

This literature survey provides a source for understanding current state of research on green marketing and to stimulate further interest of researchers in the domain.

The paper provides a comprehensive review of green marketing literature on green marketing, distinctly adding to the contributions made by earlier literature reviews in the domain. It outlines the classifications of the literature, and key concepts and themes related to green marketing that intend to shape future research directions.

This paper aims to adopt a resource-based view (RBV) to investigate the link between marketing (MRKT)–supply chain management (SCM) alignment, supply chain resilience (SCR) and firm performance. It aims to cover two gaps in the SCM literature: the missing links between MRKT–SCM alignment and the performance of a firm, mediated by the SCR, and the role of absorptive capacity (AC) in shaping such links.

After the identification of a key capability in SCM, i.e. firms’ ability to align their’ MRKT–SCM processes and the role of AC, the relationships with performance are empirically tested in a sample of 133 firms in the fast-moving consumer goods industry in Saudi Arabia. The data was analyzed using SPSS 27 through hierarchal multiple regression and the PROCESS macro.

First, MRKT–SCM alignment capabilities provide a significant direct effect on SCR, and in turn, SCR also had a significant indirect effect on firm performance. Second, there is a significant mediating effect of SCR on the MRKT –SCM alignment and firm performance relationship. Third, a novel finding shows a statistically significant interaction effect and the interaction pattern supported that absorptive capacity would substitute the positive effect of SCR on firm performance, which implies that in the absence of SCR, AC can substitute the role of SCR. Finally, the results suggest a significant moderation and mediation effect for the overall model.

The investigation is based on a self-reported cross-sectional analysis, and it is specific to a single economy. Nonetheless, it suggests a number of interesting implications. Achieving excellence in SCR requires the development of a distinct set of capabilities because the management of core supply chain activities and the alignment of MRKT with the supply chain are not mutually exclusive, rather they are complementary. Contrary to common expectations, an alignment of MRKT–SCM processes leads to improved interfunctional coordination.

In the postCOVID-19 world firms should develop and integrate their AC to capitalize on their MRKT–SCM alignment to pursue better performance. Investment in AC is required to develop, maintain and use it. It can play an important role against uncertainties in the long run.

This paper is unique in that it employs the RBV – to unpack the mechanisms through which MRKT–SCM activities contribute to SCR, and firm performance. It represents a first response to the call for research into the use of such theoretical frameworks which has recently been made in the SCM literature because of the COVID-19 pandemic. To the best of the authors’ knowledge, this paper also offers the first empirical test of how the MRKT–SCM interacts with existing capabilities to create SCR, providing clear guidance on how to exploit its often undervalued potential.

The study aims to explore supply chain influence (SCI) on the linkages among market orientation, innovation capabilities and firm performance (FP), using the resource-based view as a theoretical backdrop.

Survey data from 182 top managers who are involved in strategy formulation and innovative direction of their companies was collected and analyzed using moderated multiple regression analysis.

Results revealed a moderating role of the SCI in that the proactive market orientation (PMO) and FP relationship is stronger when SCI is high, and innovation commercialization capability (ICC) and FP relationship is stronger when SCI is low.

Firms pursuing high PMO strategy must collaborate with supply chain function to achieve the full effect of PMO. Additionally, as supply chain is critical to meeting customers’ needs, these firms should allow supply chain to exert greater influence to enjoy the positive effects of PMO in addition to ensuring full integration into marketing strategy implementation. Also, firms with high ICC need to limit SCI to maximize the benefit of ICC on FP, just as innovation management needs to be cognizant of other functional areas.

The study investigates the potential moderating role of SCI on the relationships among market orientation, ICC and FP. The study fills a gap in the understanding of the nature and role of supply chain in the marketing–supply chain interaction, and the impact on FP.

This paper lays the groundwork for future research in supply chain transparency in two ways. First, the authors delineate the construct and explore how it is shifting the business landscape. Second, the authors connect nine theories to the construct to guide future scholars in this growing research area.

The authors explore the practical implications for the future of supply chain transparency research through the application of nine theories: stakeholder theory; the technology acceptance model; transaction cost theory; commodity theory; competing values theory; ambidexterity; the natural-resource-based view of the firm; actor-network theory and neo-institutional theory. The authors also consider the blending of theories to provide further insights into the ways firms engage in supply chain transparency.

This analysis relates theories from several disciplines (i.e. marketing, supply chain management, economics, information systems and organizational behavior) to add theoretical insights to the concept of supply chain transparency, with suggestions for using these theories in conjunction to address complex emerging issues. The authors offer guidance and direction for cross-disciplinary research to help supply chain and logistics influence other fields.

Supply chain transparency is a boundary-spanning phenomenon swiftly proliferating multiple aspects of business. This research applies nine theoretical perspectives to guide future researchers and lays the foundation for managers looking to adopt transparency into their supply chains.

This research aims to provide a theoretical framework for exploring how firms can respond to the growing threat of natural resource scarcity. Specifically, the role of closed‐loop supply chain management is examined as a means for creating resource advantages that can lead to marketplace competitive advantages.

The research extends previous theoretical research, integrating natural resource scarcity and closed‐loop supply chain management for the first time. Resource‐advantage theory is employed as the theoretical lens for the research model and propositions.

The findings deepen understanding of the forces that create natural resource scarcity conditions in the supply chain, and highlight the need for higher order closed‐loop capabilities that have the ability to mitigate natural resource scarcity.

The theoretical model and six research propositions suggest relationships between natural resource scarcity, closed‐loop capabilities, and firm level performance that need to be tested empirically. Future research opportunities and methodologies are suggested.

Growing natural resource scarcity is already having a major impact on many firms and industries; therefore, this research has significant managerial implications due to supply risks and potential disruptions caused by insufficient natural resources in current and future supply chains.

This paper seeks to increase discussion about natural resource scarcity and bring it into focus as a relevant supply chain topic related to closed‐loop supply chain capabilities and the internal firm level resources needed to ensure performance in a changing world.

Product development and commercialization is the supply chain management process that provides structure for developing and bringing to market new products jointly with customers and suppliers. Effective implementation of the process not only enables management to coordinate the efficient flow of new products across the supply chain, but also assists supply chain members with the ramp‐up of manufacturing, logistics, marketing and other related activities to support the commercialization of the product In this paper, the product development and commercialization process is described in detail to show how it can be implemented. To do this, the process is described in terms of its sub‐processes and associated activities, and the interfaces with business functions, other supply chain processes and other firms. Examples of successful implementation are provided.