Supply chain management has emerged as a critical arena
in which firms can find significant cost reduction
opportunities, giving them a cost advantage over
competitors. When supply chain management orientations
are adopted by several firms in a supply chain, together
they can significantly reduce supply chain costs pitting
supply chain against supply chain. However, the pursuit
of cost savings opportunities is not the only objective
of supply chain management. Superior supply chain
management can facilitate marketing strategy and lead to
the creation of superior customer value, satisfaction,
and loyalty, which in turn lead to improved product
profit margins, overall firm profitability, and overall
corporate growth. However, marketing strategy is
problematic in global supply chains. Specifically, four
significant strategic marketing challenges exist that
relate to the development and execution of marketing
strategy in global supply chains. This article draws
attention to these challenges to stimulate managerial
and research efforts that will move marketing strategy
through the 21st century. pdf 2003
