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A strategic framework for integrating marketing and supply chain strategies

The lack of integration between marketing and supply chain strategy is a long recognised business issue that academics have found conceptually challenging. Previous studies have focused on integration from a functional or process perspective. This paper’s strength, reflected in healthy citations, is its strategic perspective. The emerging conceptual framework has been used to structure a management guide that helps organisations identify their alignment gaps. The guide is publically available (www.som.cranfield.ac.uk/som/dinamic-content/media/research/scrip/aimssguide.pdf) but is an approach that has been used as a tool for improvement with Kongsberg (Steve Williams, MD, steve.williams42@btinternet.com), Applied Materials (malcolm.dare@baesystems.r.mil.uk), BAT (a_birtwistle@bat.com), Arla Foods (leonard.kelleher@arlafoods.com), and Syngenta (indrawan.poetranto@syngenta.com).