Supply Chain Management The Integration of Logistics in Marketing

Supply Chain Management : The Integration of Logistics in Marketing. Based on the phenomenon of Efficient Consumer Response (ECR), the nature of Supply Chain Management (SCM) is conceptualized from a channel governance point of view. The theoretical typology of interfirm governance, introduced by Heide [1], is applied. While ECR gains in importance for retailing business practice, few theoretical explanations for the effectiveness of ECR and SCM have been put forth. It is suggested that there is a need to conceptually capture the fundamental structure and processes for an effective relationship to exist between manufacturers and resellers. This is even more so given the importance of logistics integration into the marketing realm of channel management to successfully implement these critical systems. Once the theoretical precepts are discussed, a preliminary case study is presented and is based primarily on qualitative research—both secondary and primary data—accumulated from various ECR working groups within Europe and with greater emphasis on the Austrian ECR initiative. Previous article in issue Next article in issue. URSULA Y. ALVARADO is an Assistant Professor of Marketing at Texas A&M University. Her research interests include investigating the partnerships that channel members form in order to effectively enter new markets, and the consequences to the firms from these alliances. HERBERT KOTZAB is an Assistant Professor of International Supply Chain Management at the Copenhagen Business School. His research focuses on the critical success factors of retail logistics systems and the application of new information technology for supply chain management.