Global Supply Chain With The Local Marketing Talent – part 9

This research released by Ahmed Ragaie in 2014 during his masters degree from ESE, University of Buckingham.

To get a full understanding of the research about “ Global Supply Chain with the Local Marketint Talent “, Please read the articles from part 1 to part 9.

5.3 Discussion

This research conceptualizes the relation between marketing and SCM and the proposed framework moved this integration to more strategic level.

According to the theoretical perspective, the research proposed framework is important contribution within the existing knowledge on the relation between marketing and SCM and it’s developing this integration between both into more strategic level through the proposed framework which captures the integration between marketing and supply chain into business unit and moves them onto more strategic level. Integrating marketing and supply chain strategies involves the management of the following levels of integration:

1. Strategic corporate, customer, and shareholder integration.
2. Strategic supplier integration.
3. Strategic marketing and SCM with the local marketing talent integration. 

From the practical perspective, this research aims to providing guidelines to Multinational firms about the relation between marketing and SCM with integrating the local marketing talent into more strategic level, so this is a discussion about this issue:

According to the marketing and the trends in supply chain there are 10 games which changing the trends in the Global Supply chain, which can be listed on the following

1. Customer service to customer relationship management 
2. Adversarial relationships to collaborative relationships 
3. Incremental change to a transformational agile strategy 
4. Functional focus to process integration 
5. Absolute value for the firm to relative value for customers 
6. Forecasting to end casting (demand management) 
7. Training to knowledge-based learning 
8. Vertical integration to virtual integration 
9. Information hoarding to information sharing and visibility 
10. Managerial accounting to value-based management 

Figure 5.3 are the results from surveying more than 150 supply chain professionals in order to assess these trends and the figure will show us the changes of the results from 2000 to 2013.

Talent management which including marketing talent is becoming Cleary emerges as the linchpin required fro advancement in all areas.

Crating close relationships with customers enable the MNC to identify the long-term requirements, expectations and preferences of current and potential customers as well as it facilitate and evolving the operational configurations which help to deliver tailored supply chain with optimal profitability.

Improving the operational effectiveness for customers is highly desirable and it might be considered as building blocks toward competitive advantage.

The short time programs is simple and it easy to imitate but this performance is not suffice to sustain in a tough business environment so the strategic integration to the local marketing talent on a strategic level not only on short time operations and tactics is giggly required to sustain the competitive advantage.

In todays’ Global business MNC feel the need to cut expenses and this essentially requires evolving the local marketing talent. Many Firms have lack on the local marketing talent and in todays’ business the consumption or investment in humans is more important than consumption and investments on assets in order to developing a truly global mindset which will bring High return on investment. As well as MNC have to accelerate the evolving of talent in various different markets, in some countries the employee is highly educated and have an experience but not all of tem trained on the kills to working on MNC and as the research discussed that this actions will make high benefits in all the MNC, employee, Global business. The whole world characteristics 

The researcher see that credibility is very critical issue in delivering the value to customers and to developing Marketing talent, without credibility the world will be without value, if you are working on some job as an employee obviously you’re waiting for results in front of your self also waiting for assessment from your Manager about what you did so this issue should be achieved in a very sensitive criteria and also to be very accurate in order to success and evolving the world Business also in all domains. In marketing field, the trust is essential in order to achieve customer loyalty. People should invest on themselves and always searching for smart solutions and innovative ideas out of the box but it have to be built on strong and serious basics. If you trust your self and have a strong belief to be creative you will do it either you’ll find help or not. The researcher recommends the Multinational firms to focus more on developing the global talent, which leverage also the local talent. Also loyalty is very important topic, which deserve to take in consideration so this also depends on credibility.

 5.4 Limitations and future research directions

The research main topic lies on the global supply chain with the local marketing talent. This research is revolving on moving the integration between marketing and SCM for Multinational firms into more strategic level, so integrating local marketing talent with the global supply chain on more strategic level to set the research framework which occurred many questions which have beyond our scope but will hopefully stimulate further researches. IN order to move the integration between both into more strategic level. Integrating marketing and supply chain strategies involves the management of the following levels of integration:

Strategic corporate, customer, and shareholder integration & 

Strategic supplier integration. & Strategic marketing and SCM with the local marketing talent integration.

To adopt the framework should investigate the relations between MKG and SCM.  As well as in order to understand the relation between marketing and SCM which requires MNC to working toward customer value creation. The studies have to further investigate the impact of market orientation and supply chain orientation on the strategic decisions and choices for the MNC also the implementation process. It could be suggested that firms with simulations market and supply chain orientation to be more aligned on their marketing and supply chain strategies within the firm’s supply chain network. This research is focusing on local marketing talent as it’s play a vital role to move the integration between marketing and SCM into more strategic level. This research suggests that MNC should implement an integrated value chain approach, which could be based on strategic integration for the 3 levels that the proposed framework achieved. Further researches have to discover and investigate the link between the integrated marketing and SCM for the MNC as well as the strategic orientation of the collective supply chain also further issues about the adoption of wider SCM for evolving of a strategic perspective and explore the integrated value system management. This research is focusing on conduct the proposed framework on various different markets across the world so integrating local marketing talent into more strategic level is essential. To achieve this framework on various markets further researches have to suggest tools and strategies to developing the local marketing talent and suggest activities that could be important to move the strategic integration between marketing and SCM with integrating local marketing talent to more and more strategic level such as evolving the HR which concern on the supply chain talent and marketing talent also exploring concepts about the relation between marketing and SCM according to the dynamic global business and rapid  changes on customer demands and perceptions. Finally the further research have to investigate the relation between economies of scale and scope with SCM and the local marketing talent and try to developing this relationship, For further expand in various markets across the world.