The evolving nature of the marketing–supply chain management interface in contemporary markets

Purpose: The purpose of this paper is to reshape and interpret the essence of marketing–supply chain management (M–SCM) interface in the glance of the dramatic changes occurring in competition and market relationships. Design/methodology/approach: By reviewing relevant literature and analyzing evolutions in the different phases of the marketing funnel, the author develops an evolutionary pattern for M–SCM interface. Findings: As the markets evolve to an always-on, service-dominant logic, being market-driving becomes a necessary condition, and as such marketing strategies must be capable of reconfiguring supply chains to reshape the value for customers. This implies a dramatic organizational change, even beyond mere technological issues. Originality/value: The paper aims at setting some research directions for business process management and organizational patterns to govern M–SCM interface.