The relation between Marketing & Supply Chain Management ( E )

Global Market Entries

Global marketing refer to the firm’s commitment to coordinate its marketing activities across national boundaries to satisfy the global customer wants & needs better than the competition and this implies that the firm is able to  

• Develop its marketing strategies and activities based on the similarities and differences between markets

• Utilize and exploit the knowledge from the headquarter (home org.) through worldwide diffusion and adaption

• Transfer the experience, the knowledge and best practices from any of its markets and use it on other markets which doing business within. 

Hence we can conclude that the collaboration and integration between marketing and supply chain management is essential on a strategic level.

Global+local=Glocal “think Globally, act locally” 

Glocalization :

Because of this research are focusing on the relation between marketing and supply chain management as well as the integration between supply chain management and local marketing talent, so we have to take a look on the concept of Glocalization

Glocalization can be described as the global marketing strategy that are seeking to achieve the slogan think global, act locally, which called Glocalization, which could be achieved through dynamic interdependence between the firm’s headquarter and its subsidiaries among coordination their efforts and functions to ensure the global integration and local flexibility at most cost effectiveness. Principally the value chain functions should be carried out which is not required to be achieved only from the firm’s headquarter (Bellin and Pham, 2007) so the role of supply chain management and marketing is critically important on this topic. By the way the key point of Glocalization is knowledge management which refers to continues learning from experience, from this point the researcher want to mention that in the context of global marketing, the management of knowledge can be achieved through cross culture activity, which its key task, is to foster and continually upgrade collaborative cross culture learning. Glocalizaton is one part, which is also important on the research main idea.