Sales and operations planning: Using the internet and internet-based tools to further supply chain integration. Issue 1 (4th March 2014)

• Record Type: Journal Article
• Authors: E. Plank, Richard; Hooker, Robert
• Is Part Of: Journal of research in interactive marketing. Volume 8:Issue 1(2014)
• Page Start: 18
• Page End: 36
• Publication Date: 2014-03-04
• Subjects: Supply chain management -- B2B marketing -- Interactivity -- Channel management -- Supply networks; Interactive marketing -- Periodicals; 658.872
• DOI: 10.1108/JRIM-08-2013-0059
• Languages: English
• ISSNs: 2040-7122

Abstract

Abstract : Purpose: – The purpose of this paper is to outline the usage of interactive marketing tools in the area of sales and operations planning (S&OP) to further collaboration among supply chain partners. Emergent challenges and research directions are proposed. Design/methodology/approach: – Using extant literature from S&OP, supply chain management and interactive marketing, the authors integrate those to show the value of using interactive marketing tools to further integration across the supply chain of important S&OP processes. Findings: – S&OP utilizes sophisticated software to integrate various business processes beyond B2C and into B2B relationships. Research limitations/implications: – Uncertainty exists as to the measurement of the performance of a supply chain, or the network or system of companies, is not developed enough to deal with that issue. However, this is addressed in the research questions section. Practical implications: – The practical implications for the use of integrative marketing tools to link B2C as well as B2B partners through S&OP are numerous and far reaching. Originality/value: – This study uniquely examines the use of interactive marketing tools for B2B, as opposed to simply B2C.