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...

Marketing and SCM integration creates strategic assets for the organization. According to RBV, strategic resources – organization assets that are rare, valuable, difficult to imitate or substitute and organizationally activatable are seen as the basis for shareholder value creation. They...