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The Role of Marketing Channels in Supply Chain Management

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  • Kozlenkova, Irina V.
  • Hult, G. Tomas M.
  • Lund, Donald J.
  • Mena, Jeannette A.
  • Kekec, Pinar

Abstract

This paper synthesizes five decades of supply chain-related research from premier managerially oriented marketing journals and provides a state-of-the-art integration and forecasting of where the field is heading. Such a review identifies where the field of supply chain management (SCM) has been, where it is, and where it is likely to go within the domain of marketing. Importantly, our paper involves a strategic discovery of the anchoring of SCM thought in marketing. A prominent feature of this paper is a set of takeaways, delineated from the cross-section of SCM literature bases (marketing channels, logistics, purchasing, and operations management) that will facilitate the development of the topic of SCM in marketing. These takeaways serve as agenda setters for future research and potential applications of SCM in marketing. Overall, we contribute to the marketing and SCM literatures by (1) reviewing the breadth of the most impactful literature on SCM that is directly connected to the field of marketing, (2) summarizing the state-of-the-art of the SCM in marketing literature, and (3) forecasting via a series of integrated takeaways what research is needed and where the SCM in marketing is likely to progress.

Suggested Citation

  • Kozlenkova, Irina V. & Hult, G. Tomas M. & Lund, Donald J. & Mena, Jeannette A. & Kekec, Pinar, 2015. "The Role of Marketing Channels in Supply Chain Management," Journal of Retailing, Elsevier, vol. 91(4), pages 586-609.
    • Handle: RePEc:eee:jouret:v:91:y:2015:i:4:p:586-609
    DOI: 10.1016/j.jretai.2015.03.003
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    7. Mokhtar, Ahmad Rais Mohamad & Genovese, Andrea & Brint, Andrew & Kumar, Niraj, 2019. "Supply chain leadership: A systematic literature review and a research agenda," International Journal of Production Economics, Elsevier, vol. 216(C), pages 255-273.
    8. Arsyad Lubis & Muhammad Akbar Siregar & Maksyum Syahri Lubis & Andre Hasudungan Lubis, 2019. "Does Information Technology Help Fish Marketing? A Review for A Preferability Fish Marketing in North Sumatera, Indonesia," International Journal of Science and Business, IJSAB International, vol. 3(4), pages 105-115.
    9. Alexander Hübner & Andreas Holzapfel & Heinrich Kuhn, 2016. "Distribution systems in omni-channel retailing," Business Research, Springer;German Academic Association for Business Research, vol. 9(2), pages 255-296, August.
    10. G. Tomas M. Hult & David J. Ketchen, 2017. "Disruptive marketing strategy," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 20-25, June.
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    12. Tien Son Nguyen & Jen-Ming Chen & Shih-Hsien Tseng & Li-Fen Lin, 2023. "Key Factors for a Successful OBM Transformation with DEMATEL–ANP," Mathematics, MDPI, vol. 11(11), pages 1-18, May.
    13. Gheibi, Shahryar & Fay, Scott, 2021. "The impact of supply disruption risk on a retailer’s pricing and procurement strategies in the presence of a substitute product," Journal of Retailing, Elsevier, vol. 97(3), pages 359-376.
    14. Jason Chan & Zihong Huang & De Liu & Zhigang Cai, 2024. "Better to Give Than to Receive: Impact of Adding a Donation Scheme to Reward-Based Crowdfunding Campaigns," Information Systems Research, INFORMS, vol. 35(1), pages 272-293, March.
    15. Xu, Xun & Jackson, Jonathan E., 2019. "Investigating the influential factors of return channel loyalty in omni-channel retailing," International Journal of Production Economics, Elsevier, vol. 216(C), pages 118-132.
    16. Suhan Wu & Min Luo & Jingxia Zhang & Daoheng Zhang & Lianmin Zhang, 2022. "Pharmaceutical Supply Chain in China: Pricing and Production Decisions with Price-Sensitive and Uncertain Demand," Sustainability, MDPI, vol. 14(13), pages 1-28, June.
    17. Felix Adamu Nandonde, 2019. "Building Commitment in Supplier–Retailer Relationship in Developing Economies: The Case of Tanzania," FIIB Business Review, , vol. 8(1), pages 39-50, March.
    18. Domie, Godswill. & Gawu, Paul Senyo. & Dodzi, Samuel, 2024. "Reducing Supply Chain Management Risks in the Health Sector of Ghana: An Evaluation of the Central Level Supply Chain Management System of The Ghana Health Service," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 560-587, April.
    19. Richard, James E. & Purnell, Fruen, 2017. "Rethinking Catalogue and Online B2B Buyer Channel Preferences in the Education Supplies Market," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 1-15.
    20. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.
    21. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    22. Hara, Yoritoshi & Choi, Yonghoon, 2023. "Vertical and horizontal governance in multiple-channel systems," Journal of Business Research, Elsevier, vol. 156(C).
    23. György Kovács & Béla Illés, 2019. "Development of an Optimization Method and Software for Optimizing Global Supply Chains for Increased Efficiency, Competitiveness, and Sustainability," Sustainability, MDPI, vol. 11(6), pages 1-28, March.

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