Column 14 · Supply Chain and Networks · Era 6, Engagement and Networks (2010s)
Marketing-Supply Chain Interface
Implementation, process · Major · Cluster V, Interfirm Networks
Description
Kozlenkova et al. reviewed the role of marketing channels in supply chain management and developed a framework that integrates channel research with supply chain flows and relationships.
Managerial Implications
Marketing channels and supply chains are two views of the same flow, and firms that manage them together outperform those that let marketing promise what supply cannot deliver. Bring channel decisions and supply chain decisions into one forum: demand plans should reflect promotions, and promotions should reflect supply constraints. The retailer who holds both the customer and the inventory is where this integration is tested daily.