The ability to manage the interface between supply chain management and marketing processes (SCM-M interface) has profound implications for both the processes. From a marketing perspective, being able to collaborate with the supply chain increases the ability of gathering shared distribution-side and supply-side intelligence, thus increasing the ability to adopt market- and customer-oriented practices.

From a supply chain management perspective, increasing collaboration with marketing process is vital to allow matching demand and supply, thus satisfying customers while increasing efficiency. The marketing‐supply chain management (SCM) interface in new product development (NPD) processes is nowadays a source of competitive advantage.

However, the SCM-M relationship is often inconsistent since it seems to be somehow unclear the way to reach global common targets as opposite to functional sub-optimal goals and there is no clarity as to what practices both areas could jointly promote.

As a consequence, could be arise many challenges in the Marketing and NPD relationship have with regards to Project Management and Project Life Cycles.

Objectives:

1. To analyse the marketing–SCM relationship, interface and dynamics, by presenting a collection of case studies that provide significant new insights, considering these three impacts: Internet of Things (IoT), Industry 4.0 and omnichannel retailing strategies
2. To study insights into the main trends and socio-economical changes that affect SCM-M interface and propose actions on how companies and supply chains should tackle such changes
3. With a focus on the industrial relationships between supply chain actors, investigate the benefits of supply chain integration in relevant industries (ie. food retail sector )
4. To explore the marketing‐supply chain management (SCM) interface in new product development (NPD) processes This study is intended to examine the relationship between SCM-M and NPD.