Co-management of purchasing and marketing: Why, when and how?

Wagner, Stephan M. and Egger, Andreas,(26 July 2016), Co-management of purchasing and marketing: Why, when and how? , Industrial Marketing Management, UNSPECIFIED

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Abstract

This article discusses the theoretical and conceptual foundations for the co-management of purchasing and marketing and thereby provides some answers to the questions, why, when and how purchasing and marketing should be co-managed. It develops a conceptual framework distinguishing between internal and external comanagement of purchasing and marketing. Improving value creation and value capture is identified as a necessary “pull factor” driving the co-management of purchasing and marketing. Based on resource dependence theory (RDT), we argue that dependence on critical resources is another important “push factor” for the emergence of external co-management. We present a RDT-based typology of co-management constellations showing that co-management is not a one-size-fits-all approach and summarize our findings in five propositions on the comanagement of purchasing and marketing. In sum, we conceptualize co-management of marketing and purchasing as a bridging strategy that allows a focal firm to accommodate dependence on critical upstream and/or downstream resources and improves value creation within the supply chain.
Keywords : Purchasing Marketing Co-management Alignment Resource dependence theory, UNSPECIFIED
Journal or Publication Title: Industrial Marketing Management
Volume: 52
Number: UNSPECIFIED
Item Type: Article
Subjects: Manajemen
Depositing User: Yuwono Yuwono
Date Deposited: 20 Dec 2019 07:51
Last Modified: 20 Dec 2019 07:51
URI: https://repofeb.undip.ac.id/id/eprint/590

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