preprints.org > business, economics and management > business and management > doi: 10.20944/preprints202406.1754.v1

Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Version 1 : Received: 24 June 2024 / Approved: 25 June 2024 / Online: 25 June 2024 (13:58:00 CEST)

This study explores the dynamic interplay between supply chain integration and marketing strategies in achieving customer satisfaction. Through a qualitative approach involving semi-structured interviews with supply chain and marketing professionals, the research delves into how these traditionally distinct functions can be aligned to enhance operational efficiency and deliver superior customer experiences. Findings reveal that strategic alignment between supply chain management (SCM) and marketing fosters better coordination of product availability and service delivery, thereby meeting customer expectations consistently and enhancing brand loyalty. Information sharing and technological integration emerge as critical enablers, facilitating real-time data exchange and collaborative decision-making. The study also identifies challenges such as organizational silos, cultural resistance, and technological constraints that impede seamless integration, highlighting the need for proactive strategies to foster cross-functional collaboration. Additionally, the evolving roles of sustainability and customer-centricity are emphasized as key drivers for differentiating brands and achieving competitive advantage. By integrating sustainable practices and adopting a customer-centric approach, organizations can build stronger customer relationships and enhance their market position. The research underscores the importance of leadership support, investment in technology, and a collaborative organizational culture in overcoming integration barriers. The study’s findings provide actionable insights for organizations aiming to optimize their SCM and marketing strategies, drive innovation, and sustain growth in an increasingly complex and competitive business environment. This research contributes to the growing body of knowledge on supply chain and marketing integration, offering practical recommendations for achieving customer satisfaction and long-term success.

Supply Chain Integration; Marketing Strategies; Customer Satisfaction; Information Sharing; Technological Integration; Sustainability; Customer-Centricity

Business, Economics and Management, Business and Management

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