The marketing aspect of managing the relationships in supply chains: The results of the research of Russian companies
Supply chain management is an effective strategy of building competitive advantages. It attracts attention of the researchers who try to explain the nature of this concept, to find the determinants of its evolution and to examine the perspectives of its development. One of these perspectives is an integration of marketing and supply chain management. The task of this paper is to investigate the relationship strategies between partners in supply chain through the lense of integration marketing and supply chain management concept. We examine the theoretical foundation of relationship strategies and test our findings on a sample of Russian companies.
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