Perceptions of Value Co‐Creation in Marketing and Supply Chain Integration

This study explores the perceptions of value co-creation in marketing and supply chain integration, examining how businesses are increasingly involving customers in the product and service development process. As customer expectations evolve, companies are shifting toward more personalized offerings, emphasizing the role of marketing in creating meaningful, collaborative relationships with customers. The research highlights the significance of integrating marketing and supply chain functions to ensure that customer expectations are met efficiently and effectively. By examining the interplay between customer involvement, marketing strategies, and supply chain processes, this study identifies key factors that influence the success of value co-creation efforts. The findings reveal that customer engagement, facilitated by marketing, plays a crucial role in shaping product development and ensuring customer satisfaction. However, challenges such as managing customer expectations, aligning departmental goals, and maintaining supply chain flexibility are prevalent. Technology, particularly data analytics and digital platforms, is identified as a key enabler in overcoming these challenges and facilitating real-time collaboration between marketing and supply chain teams. The study also emphasizes the importance of organizational culture, where cross-department collaboration and customer-centric values are essential for effective value co-creation. Ultimately, the research underscores the need for businesses to adopt a holistic approach that aligns marketing, supply chain, and technology to deliver value in a customer-driven marketplace, thereby achieving long-term competitiveness and success.