The paper explores the marketing-supply chain management (M-SCM) interface in New Product Development (NPD) processes according to some contextual factors drawn by literature. NPD processes of two divisions of the Italian branch of a multi-national company operating in the electric devices industry have been studied. Different configurations of the MarketingResearch & Development (R&D)-SCM interface have been observed. Results suggest that supply- and demand-side uncertainty, product innovativeness, market orientation, trust and absorptive capacity influence the way through which Marketing, R&D and SCM departments interact. These outcomes suggested implications for both managers and academicians.
The supply chain management-marketing interface in product development: an exploratory study
PERO, MARGHERITA EMMA PAOLA;LAMBERTI, LUCIO
2013-01-01
Abstract
The paper explores the marketing-supply chain management (M-SCM) interface in New Product Development (NPD) processes according to some contextual factors drawn by literature. NPD processes of two divisions of the Italian branch of a multi-national company operating in the electric devices industry have been studied. Different configurations of the MarketingResearch & Development (R&D)-SCM interface have been observed. Results suggest that supply- and demand-side uncertainty, product innovativeness, market orientation, trust and absorptive capacity influence the way through which Marketing, R&D and SCM departments interact. These outcomes suggested implications for both managers and academicians.| File | Dimensione | Formato | |
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