Technology integration in supply chain management: A systematic literature review on driving marketing success and efficiency

Abstract

This study examines how supply chain management (SCM) uses information technology (IT) and how that integration affects marketing effectiveness. IT plays a critical role in improving supply chain management (SCM) procedures as organisations aim for operational excellence in a world going digital. The current body of knowledge regarding the connection between IT integration in supply chain management (SCM) and marketing outcomes is compiled in this study through the use of a systematic literature review (SLR). Important conclusions show that using IT solutions, including cloud computing and advanced analytics, greatly enhances the communication, accessibility, and reactivity of data in marketing initiatives. In order to maximise the allocation of marketing resources and drive client interaction, the conversation highlights the revolutionary potential of IT. The study ends with proposals for additional research to examine the changing landscape of IT in SCM as well as tips for practitioners.