A integração entre supply chain e marketing: um estudo de caso em uma empresa do ramo de construção civil

Abstract

The areas of Marketing and Supply Chain have important functions in an organization, and though they have diferente perspectives, both should work in line to criate a competitive advantage to the company. From that context, this study has as main objective identify the factors of integration between Marketing and Supply Chain in a company of construction business and analyze trought the literary review about the theme. This study was segmented in three parts, first was maded a literary review about Supply Chain and Marketing and your tools, next, was identify the factors of integrations between the áreas. Finally, were recognize the factors on the company’s and client’s vision, using interviews with the area managers, analysis of result’s events and satisfacton research with the clientes. With that, was found the factors: princing, product, demand management, customer relationship, resilient supply chain, sustainability and social responsibility, stakeholders relationship and tecnology changes; as the negatives efects of the desintegration, generating useful knowledge to the company areas.