Title:
Applying Marketing Resources
to Supply Chain Coordination in the Construction Industry : A proposed
Conceptual Paper
Abstract: Marketing resources that largely stem
from knowledge and information about the market and channel participants
are perceived to be an important igredient in creating wealth of the firm.
This paper is written in order to examine and highlight the potential of
marketing resources as an input to the effectiveness of supply chain management
(SCM) in the context of construction industry. By highlighting the problems
face by the industry, this study tries to provide an insight on how barriers
in the adoption of lean construction could be justified by taking into account
marketing resources and supply chain coordination into the picture.
Author: Akmal Aini Othman