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The impact of marketing initiatives on the supply chain

Rhonda R. Lummus (Associate Professor of Operations Management in the Department of Logistics, Operations & MIS, Iowa State University, Ames, Iowa, USA. )
Leslie K. Duclos (Associate Professor in the College of Business, Department of Management, University of Northern Iowa, Cedar falls, Iowa, USA. )
Robert J. Vokurka (Associate Professor in the Department of Finance, Economics, and Decision Sciences, College of Business, Texas A&M University – Corpus Christi, Texas, USA.)

Supply Chain Management

ISSN: 1359-8546

Article publication date: 1 October 2003

5199

Abstract

Effective supply chain management requires sharing information between nodes of the chain. In consumer chains, this demand communication often results in a bullwhip effect as demand information becomes distorted back through the chain. Building on the work of Towill et al. and Towill and McCullen, this study evaluates the impact of consumer promotions and wholesale trade deals on the performance of a supply chain. Marketing actions alone are shown to have a significant impact on supply chains.

Keywords

Citation

Lummus, R.R., Duclos, L.K. and Vokurka, R.J. (2003), "The impact of marketing initiatives on the supply chain", Supply Chain Management, Vol. 8 No. 4, pp. 317-323. https://doi.org/10.1108/13598540310490071

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited

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