A Review of Marketing and Supply Chain Management Integration through the Lens of the Resource-Based View

During period of economic recovery organizations explore all available opportunities and build resources as well as capabilities for growth and sustainable development. During period of recovery, market expands and competition increases, thereby putting lot of pressure on front end (i.e. marketing) and back end (i.e. supply chain management) of the organizations. In this circumstance, if such cross-functional areas are not perfectly integrated, organizations loose opportunity of better time and left behind in the race. In this backdrop, paper investigates the issues related to marketing and supply chain management (SCM) integration and provides insight for identifying prerequisites for such integration. This paper aims to investigate integration of marketing and SCM through the lens of resource based view (RBV) perspectives. RBV of the firm considers the firm as a bundle of resources and capabilities which, when combined become sources of economic rents and sustainable competitive advantages. An effective integration of marketing and SCM strategies is dependent on development of organizational capabilities that become embedded in an organization over an extended period of time and are difficult to trade. The ideas presented in this paper have the potential to enhance collaboration between marketing and SCM and achieve better integration