Abstract
References
- Amico, C., Cigolini, R., & Frances XXVI Summer School Proceedings of the Summer School Francesco Turco Industrial Systems Engineering.Bergamo, Italy.
- Amico, C., Cigolini, R., & Franceschetto, S. (2022a). Using blockchain to mitigate supply chain risks in the construction industry. XXVI Summer School Proceedings of the Summer School Francesco Turco Industrial Systems Engineering.Bergamo, Italy.
- Amico, C., Cigolini R., Franceschetto, S. (2022b). Supply chain resilience in the European football industry: the impact of Covid-19. XXVI Summer School Proceedings of the Summer School Francesco Turco Industrial Systems Engineering.Bergamo, Italy.
Improving the Supply Chain - Marketing Interface, Translating the Voice of the Customer into Processes
Abstract
The aim of this paper is to develop and test a framework for leveraging the supply chain-marketing interface to deliver customer value through a standardized closed-loop customer feedback strategy. The manuscript begins with a literature review in the fields of both marketing and supply chain, resulting in a framework that defines a systematic process to deliver customer value by creating synergy between the two fields. This framework is then validated through empirical activities at Company Beta. Regarding the findings, it appears that the application of the conceptual framework, endorsing the importance of closed-loop customer feedback, highlights the role that a supply chain-marketing interface plays in delivering customer value. Nonetheless, there are some necessary prerequisites and contextual variables that must be taken into consideration to ensure a successful implementation of the framework. Since the framework validation is based on a single case study, results cannot be generalized. The preliminary results suggest that a contingent approach is necessary to adapt the framework to different company contexts, paving the way for future research. Existing studies address ways in which companies should restructure to support the integration of marketing and supply chains, and researchers are in harmony that the integration can contribute to company success. As of yet, there is no comprehensive guide for the inter-functional activities needed to leverage the supply chain-marketing interface towards customer-centricity and customer value creation.
Keywords
Supply chain-marketing interface Voice of the customer Customer centricity Marketing automation Customer journey
References
- Amico, C., Cigolini, R., & Frances XXVI Summer School Proceedings of the Summer School Francesco Turco Industrial Systems Engineering.Bergamo, Italy.
- Amico, C., Cigolini, R., & Franceschetto, S. (2022a). Using blockchain to mitigate supply chain risks in the construction industry. XXVI Summer School Proceedings of the Summer School Francesco Turco Industrial Systems Engineering.Bergamo, Italy.
- Amico, C., Cigolini R., Franceschetto, S. (2022b). Supply chain resilience in the European football industry: the impact of Covid-19. XXVI Summer School Proceedings of the Summer School Francesco Turco Industrial Systems Engineering.Bergamo, Italy.
Details
| Primary Language | English |
|---|---|
| Subjects | Environmental and Sustainable Processes |
| Journal Section | Articles |
| Authors | |
| Early Pub Date | October 5, 2023 |
| Publication Date | September 30, 2023 |
| Published in Issue | Year 2023Volume: 23 |
