An Extended Marketing Paradigm for Implementing Supply Chain
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概要
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The purpose of this study is to examine the shortcomings of the existing marketingparadigm and to identify the extended role of marketing in successful implementation ofthe supply chain management. The study is basically a `theoretical prescriptive' one, which is mainly based upon the review of representative literature from relevantdisciplines such as marketing, strategic marketing management, strategic managementand supply chain management. The study explores the generally accepted paradigms ofmarketing and associated criticisms, distinguishes supply chain orientation from market orientation, and the marketing management from supply chain management, anddiscusses the augmented role of marketing in the successful implementation of supplychain management. The study concludes that marketing organizations have graduallybecome network organizations and that the aggregation of all components of the valuesystem needs not only conceptual and organization skills but also the skills to negotiate mutually beneficial returns for the contributions of all participants. Thus, the market orientation should be collaborated with the supply chain orientation and the marketing mix should be enriched with the supplier and customer relationship management for successful integration of the network to gain sustainable competitive advantage. Themajor contribution made by this study is the comprehension it spawns for marketingmanagers to realize that the traditional paradigms of marketing- market orientation,dyadic exchange relations and marketing mix- themselves along are no longer sufficientin dealing with customers in the network context, that unique structural properties of supply chain demand the market orientation shift away from the dyadic exchange paradigm towards the building of long term relationships with suppliers and channel members, and that linkage capabilities have the ability to gain sustainable competitive advantage.
- 国際大学の論文