Supply chain research: considering the discipline's evolving relationship with marketing, current issues, and future research directions

The time is right for an assessment of the current and (hopeful) future states of SCM research, so that theoreticians and practitioners can increase the length of their strides as they propel the field forward with increasing speed, relevance, robustness, and rigor. However, the field is also at an...

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Bibliographic Details
Published in:Journal of marketing theory and practice 2021-01, Vol.29 (1), p.101-113
Main Author: Autry, Chad W.
Format: Article
Language:English
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Summary:The time is right for an assessment of the current and (hopeful) future states of SCM research, so that theoreticians and practitioners can increase the length of their strides as they propel the field forward with increasing speed, relevance, robustness, and rigor. However, the field is also at an inflection point in terms of its historical ties with the domain of marketing, as the fields appear to be drifting apart. Here, I examine the reasons for this drift, and argue for continued research at the boundary of marketing and supply chain management to maintain relevance moving forward.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2020.1860684