THE RELATIONSHIP BETWEEN SUPPLY CHAIN MANAGEMENT STRATEGY, MARKETING, LOGISTICS AND COMPANY PERFORMANCE FOR BREWERIES IN SERBIA
DOI:
https://doi.org/10.5937/ekoPolj1604157IKeywords:
supply chain management, logistics, marketing, performance, breweries.Abstract
The objective of this research is to demonstrate the importance of supply chain management strategy, logistics and marketing to overall company performance. We considered supply chain management strategy based on universality and integration, i.e., their company performance will be increased with implementing this strategy in breweries in Serbia. The strategy based on the universality and integration includes three parts: universality and integration with customers, suppliers, and in intra-organizational processes and activities. In this paper, logistics performance called fundamental item for evaluating supply chain management strategy performance. All managers in breweries in Serbia are considered as subjects of this study. A number of 110 managers are selected as sample through random sampling method. The present study carried out through the use of questionnaire and SPSS software, correlation statistics test and multiple regressions have also been used for the data analysis. The results of correlation test showed that supply chain management strategy has significant relationship with the logistics performance and company performance and has the highest relationship and correlation with the logistics performance. Due to the observance to the multiple regression results, we found that performance of the breweries feel the highest effect from marketing performance and marketing performance also feels the highest effect from the logistics performance and consequently, implementation of supply chain management strategy is obtained. So, it can be said that organizational performance is increased as a result of implementation of supply chain management strategy.
Downloads
References
2. Bešlić, I., Bešlić, D. (2010): Measuring performance in a production company as a source of competitive advantage, Economics of Agriculture, vol. 57, no. 2, pp. 313-326.
3. Bowersox, D.J., Closs, D.J., Stank, T.P ., Keller, S.B. (2000):How Supply Chain Competency Leads to Business Success. Supply Chain Management Review, vol. 4, no. 4, pp. 70-80.
4. Bruhn, M. (2001):Relationship Marketing, Munchen: Vahlen.
5. Chopra, S., Meindl, P. (2004):Supply Chain Management: Strategy, Planning, and Operation, 2nd Edition, Pearson Prentice -Hall, Upper Saddle River, NJ.
6. Ellinger, A. E., Daugherty, P. J., Keller, S. B. (2000):The relationship between marketing/logistics inter department integration and performance in US manufacturing frm, Journal of Business Logistics, vol. 21, no. 1, pp. 1-22.
7. Fuente,M.V.,Rosa, L.,Cardos, M. (2008): Integrating Forward and Reverse Supply Chains: Application to a Metal-Mechanic Company, International Journal of Production Economics, vol. 111, no. 2, pp. 782-792.
8. Green, K.W. Jr, Inman, R.A. (2005): Using a Just In Time selling strategy to strengthen supply chain linkages, International Journal of Production Research vol. 43, no. 16, pp. 3437-3453.
9. Green, K.W. Jr., McGaughey, R., Casey, K.M. (2006): Does Supply Chain Management Strategy Mediate the Association Between Market Orientation and Organizational Performance?, Supply Chain Management: An International Journal, vol. 11, no. 5, pp. 407-414.
10. Green, K.W. Jr., Medlin, B., Whitten, D. (2004): Developing Optimism to Improve Performance: An Approach for the Manufacturing Sector, Industrial Management and Data Systems, vol. 104, no. 2, pp. 106-114.
11. Green, K.W.Jr. (2008): The Impact of Logistics Performance on Organizational Performance in a Supply Chain Context, Emerald Group Publishing Limited, pp. 317- 327.
12. Lai, K., Cheng, T.C.E., (2003): Supply chain performance in transport logistics: An Assessment by Service Providers, International Journal of Logistics Research and Applications ,vol. 16, no. 3, pp. 152-164.
13. Lambert, D. M., Cook, R. L. (1990): Integrating marketing and logistics for increased proft, Business, vol. 40, no. 3, pp. 22–29.
14. Lin, C. (2006): Influencing Factors on the Innovation in Logistics Technologies for Logistics Service Providers in Taiwan, Journal of American Academy of Business, vol. 9, no. 2, pp. 257-263.
15. Morash, E.A., Clinton,S.R. (1998): Supply Chain Integration: Customer Value Through Collaborative Closeness Versus Operational Excellence. Journal of Marketing: Theory and Practice, vol. 6, no. 4, pp. 104-120.
16. Pugh, D. S., Hickson, D. J. (1976): Organizational Structure in its Context (Westmead: The Aston Programme I).
17. Rinehart, L. M., Cooper, M. B.,Wagenheim, G. D. (1989):Furthering the integration of marketing and logistics through customer service in the channel, Journal of the Academy of Marketing Science, vol. 17, no. 1, pp. 63–71.
18. Stank, T.P., Keller, S.B., Closs, D.J. (2002): Performance Benefts of Supply Chain Logistical Integration, Transportation Journal, no. 41, pp. 32-46.
19. Šomođi, Š. (2003): Logistics, integration, cooperation in food production, Economics of Agriculture, vol. 50, no. 4, pp. 335-349.
20. Tan, K.C., Kannan, V.R.,Handfeld, R.B., (1998):Supply Chain Management: Supplier Performance and Firm Performance International, Journal of Purchasing and Materials Management, vol. 34, no. 3, pp. 2–9.
21. Zentes, J. (2004): Marketing-effektivitat vs. logistik-effzienz, Theoretischeuberlegungen und empirischebefunde, pp. 255–270, Heidelberg, Deutschland.
22. Vasiljević, D., Stepanović, M., Manojlović Oliver (2013): The application of the concept of cross-docking in the distribution of food products, Economics of Agriculture, vol. 60, no. 1, pp. 91-101.
23. Watson, H. (2002): Delivering Value to Customers, Quality Progress
Downloads
Published
How to Cite
Issue
Section
