Enhancing Cross-Functional Communication Efficiency and Effectiveness Between Supply Chain Management and Marketing
Open Access
Author:
Cao, Xiaoyu
Area of Honors:
Supply Chain and Information Systems
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
Felisa Del Carmen Preciado, Thesis Supervisor Srikanth Paruchuri, Thesis Honors Advisor
Keywords:
cross-functional communication supply chain and marketing communication efficiency and effectiveness
Abstract:
The purpose of this paper is to define and analyze cross-functional communication practices between supply chain and marketing departments within a firm, as well as between supply chain departments and the firm’s customers. A nine-question survey was sent to a sample of supply chain managers, most of whom were in external-facing roles (dealing with suppliers or customers). The overall goal of the survey was to assess the supply chain performance effects in relation to communication effectiveness and efficiency. The survey design aimed at (1) gathering basic insight into current cross-functional communication practices between supply chain and marketing units within a business; (2) assessing how various forms of communication are used in managing the relationship between supply chain departments, and customers; (3) determining how communication is established, in practice, when dealing with supply chain performance issues; and (4) measuring the perceived effectiveness of the current communication strategies in the context of fulfilling customer needs. All the comparisons and conclusions were based on the data that was collected from the survey. All the details and results of this analysis are presented on this thesis paper. There are many other factors not addressed directly in this study, but recognized as influencing the communication efficiency and effectiveness between different functions. Further considerations and extension of this research are suggested.
