The research presented in this paper analyzes how the integrative mechanisms between marketing functions and SCM are necessarily intertwined and how a greater degree of integration, in conjunction with an approach based on sustainability in the entire supply chain, is strongly associated with higher levels of performance. Therefore, the objective of a competitive advantage able to respond more effectively to the complexity of the acquisition of the SCM-M environment becomes essential, reducing uncertainty and increasing flexibility in response to unexpected changes, such as those related to recent history which saw the emergence of the SARS-Cov2 pandemic and the current Russian-Ukrainian conflict. Currently there is little empirical evidence on the nature of the links that exist in the relationship between marketing and SCM. This constitutes a considerable gap both in the academic research and on the concrete plan of the business operations. From the literary point of view, this interdependence is still marginal compared to the linear approach that considers the two separate segments and that considers the role of the SCM as a unilateral supporter of marketing. From the business point of view, the activities related to the two sectors are often treated as separate from each other, resulting in the loss of a more complete and integrated perspective on both sides. Understanding the processes that influence these two issues and the implications they have on the market is important to define business strategies for the improvement of the process of the new product through the support of technologies in reference to industry 4.0. The digital transformation, thanks to the interconnection of the entire value chain and to the cooperation between the internal resources, allows the enterprises to acquire an added value in terms of competitiveness and efficiency. This paper focuses on the results obtained from a field survey that takes into account a sample of companies for each textile district located throughout Italy. The survey made it possible to verify the more or less effective correspondence with what emerged from the preliminary study of literature.
La ricerca esposta in questo elaborato analizza come i meccanismi integrativi tra funzioni di marketing e SCM siano inevitabilmente intrecciati e come un maggior grado di integrazione, in concomitanza ad un approccio improntato alla sostenibilità nell’intera supply chain, sia fortemente associato a livelli più elevati di performance. Diventa quindi essenziale l’acquisizione di un vantaggio competitivo in grado di rispondere più efficacemente alla complessità dell’ambiente SCM-M, riducendo l’incertezza ed aumentando la flessibilità in risposta a cambiamenti inattesi, come quelli legati alla storia recente che ha visto il manifestarsi della pandemia da Sars-Cov2 e del conflitto russo-ucraino attualmente in atto. Attualmente ci sono poche prove empiriche sulla natura dei legami che intercorrono nella relazione tra marketing e SCM. Questo costituisce un considerevole gap sia nella ricerca accademica sia sul piano concreto dell’operatività aziendale. Sotto l’aspetto letterario questa interdipendenza è ancora marginale rispetto all’approccio lineare che considera i due segmenti separati e che ritiene il ruolo del SCM come unilaterale sostenitore del marketing. Dal punto di vista aziendale le attività legate ai due settori vengono spesso trattate come separate l’una dall’altra con la conseguente perdita di una visione prospettica più integra e completa da entrambe le parti. Comprendere i processi che influenzano queste due tematiche e le implicazioni che hanno sul mercato è importante per definire le strategie aziendali per il miglioramento del processo del nuovo prodotto per mezzo del supporto delle tecnologie in riferimento all’industria 4.0. La digital transformation, grazie all’interconnessione dell’intera catena del valore e alla cooperazione tra le risorse interne, permette alle imprese di acquisire un valore aggiunto in termini di competitività ed efficienza. Il presente elaborato si focalizza sui risultati ottenuti da un’indagine sul campo che prende in considerazione un campione di aziende per ogni distretto tessile dislocato sull’intero territorio italiano. Il sondaggio ha permesso di verificare la corrispondenza più o meno effettiva con quanto emerso dallo studio preliminare della letteratura.
The sustainable SCM-M integration in the Italian textile sector
Cassinelli, Michela;Antar, Jasmine
2021/2022
Abstract
The research presented in this paper analyzes how the integrative mechanisms between marketing functions and SCM are necessarily intertwined and how a greater degree of integration, in conjunction with an approach based on sustainability in the entire supply chain, is strongly associated with higher levels of performance. Therefore, the objective of a competitive advantage able to respond more effectively to the complexity of the acquisition of the SCM-M environment becomes essential, reducing uncertainty and increasing flexibility in response to unexpected changes, such as those related to recent history which saw the emergence of the SARS-Cov2 pandemic and the current Russian-Ukrainian conflict. Currently there is little empirical evidence on the nature of the links that exist in the relationship between marketing and SCM. This constitutes a considerable gap both in the academic research and on the concrete plan of the business operations. From the literary point of view, this interdependence is still marginal compared to the linear approach that considers the two separate segments and that considers the role of the SCM as a unilateral supporter of marketing. From the business point of view, the activities related to the two sectors are often treated as separate from each other, resulting in the loss of a more complete and integrated perspective on both sides. Understanding the processes that influence these two issues and the implications they have on the market is important to define business strategies for the improvement of the process of the new product through the support of technologies in reference to industry 4.0. The digital transformation, thanks to the interconnection of the entire value chain and to the cooperation between the internal resources, allows the enterprises to acquire an added value in terms of competitiveness and efficiency. This paper focuses on the results obtained from a field survey that takes into account a sample of companies for each textile district located throughout Italy. The survey made it possible to verify the more or less effective correspondence with what emerged from the preliminary study of literature.| File | Dimensione | Formato | |
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Tesi_Antar_Cassinelli THE SUSTAINABLE SCM-M INTEGRATION IN THE ITALIAN TEXTILE SECTOR.pdf
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Descrizione: The research presented in this paper analyzes how the integrative mechanisms between marketing functions and SCM are necessarily intertwined and how a greater degree of integration, in conjunction with an approach based on sustainability in the entire supply chain, is strongly associated with higher levels of performance. Therefore, the objective of a competitive advantage able to respond more effectively to the complexity of the acquisition of the SCM-M environment becomes essential, reducing uncertainty and increasing flexibility in response to unexpected changes, such as those related to recent history which saw the emergence of the SARS-Cov2 pandemic and the current Russian-Ukrainian conflict. Currently there is little empirical evidence on the nature of the links that exist in the relationship between marketing and SCM. This constitutes a considerable gap both in the academic research and on the concrete plan of the business operations. From the literary point of view, this interdependence is still marginal compared to the linear approach that considers the two separate segments and that considers the role of the SCM as a unilateral supporter of marketing. From the business point of view, the activities related to the two sectors are often treated as separate from each other, resulting in the loss of a more complete and integrated perspective on both sides. Understanding the processes that influence these two issues and the implications they have on the market is important to define business strategies for the improvement of the process of the new product through the support of technologies in reference to industry 4.0. The digital transformation, thanks to the interconnection of the entire value chain and to the cooperation between the internal resources, allows the enterprises to acquire an added value in terms of competitiveness and efficiency. This paper focuses on the results obtained from a field survey that takes into account a sample of companies for each textile district located throughout Italy. The survey made it possible to verify the more or less effective correspondence with what emerged from the preliminary study of literature.
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https://hdl.handle.net/10589/187016