Marketing and supply chain paradigms: convergence and integration
Marketing and supply chain paradigms: convergence and integration

Summary/Abstract: The composite nature of the SCM concept, which includes procurement, production, marketing, management, sales and distribution elements, indicates that the theoretical models developed in other business disciplines can significantly contribute to the development of a SCM business theory. Many authors emphasised the common roots and goals of marketing and SCM, and demonstrated the importance of the central marketing concept for SCM theory and practice. However, this process of mutual interdependence cannot be considered from a static perspective. The introduction of new marketing paradigms may influence directly the existing SCM models, creating novel perspectives and methods that are better adapted to the modern competitive conditions. This paper attempts to investigate and discuss the influence of three new marketing paradigms (the service-dominant logic, the multi-stakeholder approach in relational marketing and the sustainable marketing) on the SCM theory, and to outline possible future directions for theory development.

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