Research Opportunities for Marketing in Supply Chain Management

In this research, we investigate and identify the interface areas or areas of overlap between marketing and logistics/supply chain management in marketing research. We do this by reviewing and classifying the articles published in the last three years in three most influential marketing journals, namely: Journal of Marketing, Journal of Marketing Research and Journal of International Marketing. Kotler and Keller’s popular book (Kotler and Keller, 2012) was used as a guide in developing nine groups of marketing/logistics/supply chain management concepts on which the classifications of articles were based. We also identify the current common areas of interests as well as future research trends in logistic/supply chain management research from marketing perspective on one hand and from logistic/supply chain management perspective on the other. This we did by reviewing recently published supply chain related articles by supply chain management scholars/researchers in the journals of supply chain management, operations management, and other journals and then compare the areas of logistics/supply chain research interests or focus in these articles with the marketing’s area of research interests or focus (in the areas). The results show that articles published in the three major marketing journals reviewed cover a wide variety of logistics and supply chain management and relationship marketing concepts. Nonetheless, the results also show that there are some important logistics/supply chain concepts or areas which are entirely left uncovered in the last three years by these three major marketing journals

What Does the Sustainability-Risk Interaction Look Like? Exploring Nuanced Relationships in Emerging Economy Sustainability Initiatives

To be viable long-term, sustainability programs must be profitable. Unfortunately, current sustainability practices increase risk, increasing costs and threatening revenues. Higher costs and lower revenues negatively impact profitability and, thus, the viability of sustainability. To understand how sustainability-induced risks affect food production systems, sustainability-induced risks in food production systems are identified and classified. It is also explored how sustainability risks interact, making it especially costly and difficult to eradicate them. An inductive, interview-based method was employed, which relies on 41 semi-structured interviews, with managers at 32 companies. The study documents the interaction between sustainability and risk in five risk categories—behavioral, opportunism, organizational routines, safety and traceability routines and systems design. The negative impact of intensive interactions among these risk categories threatens food production systems’ sustainability initiatives. Behavioral risks are particularly pervasive and harmful as they either induce or exacerbate other risk clusters. Elaborating the interaction between sustainability and risk, as well as documenting risk types and interactions, provides a more holistic view of sustainability implementation. This nuanced view will lead to a more accurate and insightful costing of sustainability programs. Lamentably, the most pervasive risk category—i.e., behavioral risks—are often overlooked in the supply chain management literature. However, this research shows a clear need to delve more deeply into the behavioral dimension to improve risk management and to increase the viability of sustainability. This study identifies and categorizes sustainability-induced risk factors in food production systems, and shows how they interrelate, providing the foundation for better planning and execution of viable sustainability programs

Value co-creation in humanitarian service triads: service provision for beneficiaries

Purpose: The purpose of this study is to understand how humanitarian service triad members contribute to value co-creation, and how they assess the continuity of services in humanitarian supply chains (HSCs) to ensure support for beneficiaries. Design/methodology/approach: The study applied a qualitative methodology through a single case study of a humanitarian service triad composed of non-governmental organisations (NGOs), service providers and beneficiaries. Empirical data were collected through semi-structured interviews and observations. Findings: The findings confirm that the humanitarian service triad perspective in HSCs allows better understanding of humanitarian assistance. The findings indicate six components grouped into a humanitarian service triad framework, namely: service design, service reachability, training serviceability, collaboration, synergy, ethical considerations and after-service care. Research limitations/implications: This research contributes to understanding of humanitarian services provision by studying service triads in humanitarian settings. It also confirms the need for cooperation between practitioners in services provision. The findings are limited to the context of refugees in Turkey, specifically humanitarian service triad located in Izmir area. Practical implications: The Humanitarian Service Triad Framework for Service Provision proposed in this paper can be used as a tool for policy makers and practitioners involved in service design in HSC contexts, stressing the need for including all the framework components in practice. Originality/value: This study is one of the first to focus on a humanitarian service triad, which includes beneficiaries as triad members in long-term humanitarian service provision.peerReviewe