Balancing Marketing and Supply Chain Activities

Abstract

A relationship exists between the supply chain and marketing activities.For most supply chains a balance exists between customer requirements and supply chain capabilities. When marketing activities strain the supply chain’s ability to meet demand,additional costs are incurred. All associated costs should be considered in supply chain planning, and marketing initiatives should be evaluated including the recognition of these costs across the supply chain. Questions related to the timing of marketing activities need to consider the impact on the supply chain and the overall profitability of the initiative.

Additional information

Notes on contributors

Robert J. Vokurka

Robert J. Vokwica (Ph.D., Texas A&M University) is an assistant professor of Industrial Distribution in the Dwight Look College of Engineering at Texas A&M University. He held positions of Plant Manager and Division Controller in industry. He has published in the Journal of Operations Management, International Journal of Forecasting, Production and Inventory Management Journal, as well as other jomnals and proceedings. His research interests include distribution strategies, supply chain management, and manufilcturing flexibility.

Rhonda R. Lummus

Rhonda R. Lummus (Ph.D., University onowa) is an associate professor of Operations Management at Central Missouri State University. She spent 15 years in industry implementing and coordinating MRP systems and JIT programs. She has published articles in the Journal of Operations Management, International Journal of Service Operations Management, Production and Inventory Management Journal and in other journals and proceedings. She has recently completed a research grant funded by APICS on Supply Chain Management.