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An Extended Marketing Paradigm for Implementing Supply Chain
https://iuj.repo.nii.ac.jp/records/392
https://iuj.repo.nii.ac.jp/records/3925430cb61-edef-4d31-8507-1eb83d540c06
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
EMS_2007_03 (248.3 kB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
|---|---|---|---|---|---|---|
| 公開日 | 2007-09-01 | |||||
| タイトル | ||||||
| タイトル | An Extended Marketing Paradigm for Implementing Supply Chain | |||||
| タイトル | ||||||
| タイトル | An Extended Marketing Paradigm for Implementing Supply Chain | |||||
| 言語 | en | |||||
| 言語 | ||||||
| 言語 | eng | |||||
| キーワード | ||||||
| 主題Scheme | Other | |||||
| 主題 | Dyadic Exchange Paradigm | |||||
| キーワード | ||||||
| 主題Scheme | Other | |||||
| 主題 | Market Orientation | |||||
| キーワード | ||||||
| 主題Scheme | Other | |||||
| 主題 | Supply Chain Orientation | |||||
| キーワード | ||||||
| 主題Scheme | Other | |||||
| 主題 | Net Work Organization | |||||
| キーワード | ||||||
| 主題Scheme | Other | |||||
| 主題 | Sustainable Competitive Advantages | |||||
| キーワード | ||||||
| 言語 | en | |||||
| 主題Scheme | Other | |||||
| 主題 | Dyadic Exchange Paradigm | |||||
| キーワード | ||||||
| 言語 | en | |||||
| 主題Scheme | Other | |||||
| 主題 | Market Orientation | |||||
| キーワード | ||||||
| 言語 | en | |||||
| 主題Scheme | Other | |||||
| 主題 | Supply Chain Orientation | |||||
| キーワード | ||||||
| 言語 | en | |||||
| 主題Scheme | Other | |||||
| 主題 | Net Work Organization | |||||
| キーワード | ||||||
| 言語 | en | |||||
| 主題Scheme | Other | |||||
| 主題 | Sustainable Competitive Advantages | |||||
| 資源タイプ | ||||||
| 資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
| 資源タイプ | departmental bulletin paper | |||||
| 著者 |
Warnakulasooriya, Bernard Neville F.
× Warnakulasooriya, Bernard Neville F.× Warnakulasooriya, Bernard Neville F. |
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| 抄録 | ||||||
| 内容記述タイプ | Abstract | |||||
| 内容記述 | The purpose of this study is to examine the shortcomings of the existing marketing paradigm and to identify the extended role of marketing in successful implementation of the supply chain management. The study is basically a 'theoretical prescriptive' one, which is mainly based upon the review of representative literature from relevant disciplines such as marketing, strategic marketing management, strategic management and supply chain management. The study explores the generally accepted paradigms of marketing and associated criticisms, distinguishes supply chain orientation from market orientation, and the marketing management from supply chain management, and discusses the augmented role of marketing in the successful implementation of supply chain management. The study concludes that marketing organizations have gradually become network organizations and that the aggregation of all components of the value system needs not only conceptual and organization skills but also the skills to negotiate mutually beneficial returns for the contributions of all participants. Thus, the market orientation should be collaborated with the supply chain orientation and the marketing mix should be enriched with the supplier and customer relationship management for successful integration of the network to gain sustainable competitive advantage. The major contribution made by this study is the comprehension it spawns for marketing managers to realize that the traditional paradigms of marketing- market orientation, dyadic exchange relations and marketing mix- themselves along are no longer sufficient in dealing with customers in the network context, that unique structural properties of supply chain demand the market orientation shift away from the dyadic exchange paradigm towards the building of long term relationships with suppliers and channel members, and that linkage capabilities have the ability to gain sustainable competitive advantage. | |||||
| 書誌情報 |
en : Economics & Management Series 発行日 2007-09-01 |
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