The interplay between key marketing and supply chain management capabilities: The role of integrative mechanisms

Purpose: This paper identifies key marketing and SCM related capabilities and explores the nature of the linkages between these specific capabilities as shaped by the integrative mechanisms adopted by firms.

Design/methodology/approach: Based on the findings from dyadic interviews with 26 marketing and supply chain management executives from business-to-business firms, we develop an empirically grounded conceptual framework.

Findings: We identify innovativeness and market learning capability as key marketing capabilities and supply chain agility and relational capability as key supply chain management capabilities. We find that relationships between these strategic marketing and supply chain management capabilities follow a specific pattern. We also find that the application of unique integrative mechanisms can cultivate the potential tandem between marketing and supply chain management capabilities.

Research limitations/implications: Our study informs theory with regard to two key areas: relationships among key marketing and supply chain management capabilities and integrative mechanisms that shape the underlying mechanisms of capability relationships.
Practical implications-Application of organizational dynamics to key marketing and supply chain management provides a more nuanced understanding of the linkages among such capabilities. A better understanding and application of integrative mechanisms may help managers develop better tools and means to bundle their key marketing and supply chain management capabilities effectively.

Originality/value: The qualitative and exploratory nature of the paper will be of significant interest to managers who would like to achieve greater synergy between marketing and supply chain management capabilities.