The SC Operations and Marketing Interface

Lalnez-Aguirre and L. Puigjaner, Advances in Integrated and Sustainable Supply Chain Planning, DOI 10.1007/978-3-319-10220-7 4 

4 Linking Marketing and Supply Chain Planning Models 

there are more and more companies that continually look for competitive advantages in order to get a better position in the market. One way may be by aligning strategic/tactical decisions toward the optimization of an overall business performance metric. In this chapter, it is presented a novel approach to address this challenge. A MINLP model is developed, which addresses the network design and strategic marketing decisions of the SC in tandem. Then, this model is coupled with the financial formulation presented in Chap. 2, which allows the calculation of shareholders value by the discounted-free-cash-fiow method (DFCF). 

---