Logistics Management The Role of Logistics in Advertising

Abstract

From a channel governance perspective, Supply Chain Management (SCM) is seen as an outcome of the phenomena of Efficient Consumer Response (ECR). Application of Heide's [1] theoretical typology of interfirm governance. There has been a dearth of theoretical justifications for the efficacy of ECR and SCM, despite ECR's growing relevance to retail company practice. An efficient partnership between manufacturers and resellers requires a conceptual understanding of the core structure and operations. This is particularly true when considering the significance of logistics integration into the marketing domain of channel management for the effective implementation of these vital systems. Following an examination of the theoretical foundations, a preliminary case study is offered. This study relies heavily on qualitative research, drawing from primary and secondary sources, that has been compiled from several ECR working groups around Europe, particularly the Austrian ECR initiative.