A Resource Based Perspective on Marketing and Supply Chain Management Integration

The failure of marketing and SCM integration is significant barriers to identifying and responding to customer demand effectively and promptly. The paper underlines various scenarios of marketing and SCM integration failure and identifies causes for such failure. The success of marketing and SCM integration in the firm is dependant on resources and capabilities of the firm. The framework developed in this paper provides a review of SCM and marketing integration from resource based perspectives and provides a basis for further empirical validation