Critical success factors in industrial marketing supply chain management

• Main Authors: Naser Azad, Seyed Mohsen, Seyed Aliakbar, Ali Nayeri
• Format: Article
• Language: English
• Published: Growing Science 2012-10-01
• Series: Management Science Letters
• Subjects: Supply chain management; Marketing planning; Marketing strategies
• Online Access: http://www.growingscience.com/msl/Vol2/msl_2012_212.pdf

Implementation of better marketing strategies in industry plays an important role in increasing sales and profitability of industrial part suppliers. Understanding the weakness in each part of supply chain helps reduce different cost component and increases profitability. In this paper, we present an empirical study to find important factors influencing marketing strategies based on factor analysis. The study designs and distributes a questionnaire consists of 64 questions. The proposed study uses Skewness analysis to reduce the factors into 44 items and reports 8 important factors including business environment, communication chain technology, good organizational relationship, leadership cost strategy, performance risk, ecommerce strategy, encouraging strategy and consistency in organizational performance.