The relation between Marketing & Supply Chain Management ( G )

Organization’s Marketing Structure

The standardization vs. adaptation 

One of the most important decisions associated the marketing mix is developing an adequate marketing mix in diverse markets to achieve the firm’s objectives. The products that entire new markets for the first time should be adopted and tailored to the characteristics of the customers to be suitable to their demand, specially taking on consideration the existing heterogeneity of the markets ( Vignali,2001). In this point we can say that the decisions of standardization or adaptation make a lot of organizations redesign their supply chain management with its relation to marketing activities and should manage well the supply chain network. 

The global strategy of the multinational firms seeking to mange the differences that emerge beyond different domestic markets across the world ( Ghemawt,2007) also  global marketing is not synonym for standardized approach in managing the marketing processes(Acito, & Rusetski, 2006; Zou & Cavusgil, 2002).

 Multinational firms follow 3 diverse perspectives when competing in the global market

First: concentration-dispersion perspective: the perspective, which analyzes the structure of the firm 

Second: integration- independence perspective; the perspective which has to do with the process, which is independent from the organizational structure but integrated to the marketing and supply chain management in the competition challenges faced the multinational firm.

Third: concentration of the articles, which deal with the standardization/adaptation perspective that associated to the degree of adjustment or standardization of the marketing mix factors. 

There’re some theories which supporting the standardization approach which build on the belief that the world is becoming more and more homogenous as resulted from the advanced technology and telecommunications as well as the evolving transportation (Jain 1989:levitt, 1983) also some researchers such as (Jain, 1989, 2007; Levitt, 1983; Vrontis & Papasolomou, 2005) mentioned that. The consumers are converging on some global norms, and sharing common tastes, needs, desires, references, as well as cultures similarities so the researchers said according to this big similarities, and the low barriers and advanced technology that occurred from integrated and interdependence economic system as a result from globalization, the multinational firms can sell more standardized products that lead to more standardized marketing programs (Zou & Cavusgil 2002).

According to the research, the researcher doesn’t support this approach however it has some activities which the researcher accept it, but when the multinational firms adopt their marketing strategy, they can bring more advantaged and outcomes that exceed the disadvantages and strengthen also these disadvantages and strengthen can be handled when we integrate the marketing and supply chain management within professional supply chain network. 

Finally the degree of standardization or adaptation depend on internal and external factor and in today’s business environment the adaptation is highly required so the integration and collaboration between the internal and external factors requires an integration between marketing and supply chain management.