Version 1
: Received: 24 June 2024 / Approved: 26 June 2024 / Online: 26 June 2024 (05:47:40 CEST)
How to cite:
Holloway, S. The Synergy Between Supply Chain Agility and Marketing Flexibility: A Qualitative Study of Adaptation Strategies in Turbulent Markets. Preprints2024, 2024061825. https://doi.org/10.20944/preprints202406.1825.v1
Holloway, S. The Synergy Between Supply Chain Agility and Marketing Flexibility: A Qualitative Study of Adaptation Strategies in Turbulent Markets. Preprints 2024, 2024061825. https://doi.org/10.20944/preprints202406.1825.v1
Holloway, S. The Synergy Between Supply Chain Agility and Marketing Flexibility: A Qualitative Study of Adaptation Strategies in Turbulent Markets. Preprints2024, 2024061825. https://doi.org/10.20944/preprints202406.1825.v1
APA Style
Holloway, S. (2024). The Synergy Between Supply Chain Agility and Marketing Flexibility: A Qualitative Study of Adaptation Strategies in Turbulent Markets. Preprints. https://doi.org/10.20944/preprints202406.1825.v1
Chicago/Turabian Style
Holloway, S. 2024 "The Synergy Between Supply Chain Agility and Marketing Flexibility: A Qualitative Study of Adaptation Strategies in Turbulent Markets" Preprints. https://doi.org/10.20944/preprints202406.1825.v1
Abstract
In today's volatile and competitive business landscape, achieving synergy between supply chain agility and marketing flexibility is imperative for organizations striving to enhance resilience and maintain competitiveness. This qualitative study explores the integration of these strategic elements and their impact on organizational performance in turbulent markets. Semi-structured interviews were conducted with key stakeholders from diverse industries to capture insights into adaptation strategies, challenges, and outcomes associated with aligning supply chain agility and marketing flexibility. Findings reveal that supply chain agility, characterized by rapid response capabilities to disruptions and fluctuating demands, is essential for optimizing operational efficiency and maintaining continuity in uncertain environments. Meanwhile, marketing flexibility enables organizations to adjust strategies swiftly based on real-time market insights, enhancing customer engagement and market responsiveness. The study identifies organizational silos, resistance to change, and technological limitations as primary barriers to achieving seamless integration. Benefits of synergy include improved customer satisfaction, accelerated time-to-market for new products, and enhanced competitive advantage through personalized marketing strategies and optimized resource allocation. Moreover, organizations that effectively integrate supply chain agility with marketing flexibility reported greater innovation, employee satisfaction, and sustainable growth.
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
