Finding links

Abu-Shalback Zid, Linda
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p4
This article discusses a study conducted by Sridhar N. Ramaswami, Mukesh Bhargava and Rajendra Srivastava, which revealed the impact of supply chains and customer relationship management on financial performance of firms. The authors of the study proposed a conceptual framework based on resource-based theory and the comparative advantage theory of competition. Their findings suggest that both supply chain and customer relationship management processes have an important impact on financial performance of firms. Overall, the framework provides a linkage between marketing, financial performance and shareholder value. The results of this research will provide managers with some strategic insights into optimal customer management, product development and supply chain strategies.


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