Technology-Enabled Marketing and Supply Chain Collaboration

Abstract

The concepts of marketing and supply chain management, despite their intertwined heritage, are treated in isolation in the literature. Several recent studies have endeavoured to demonstrate the synergies between them. However, the need for technology-enabled marketing for SC collaboration is still in its infancy. This chapter outlines the supply chain management, supply chain collaboration, and technology-enabled marketing. The chapter also highlights the need for technology-enabled marketing for supply chain collaboration. This study also extended the relational view theory in the context of relationship orientation to form collaborative relationships in the supply chain. This study suggested that an organisation could harness the synergy through integrating marketing strategies and SC collaboration.