Track: Operations Management

Abstract

To emphasize the significance of “supply chain integration in marketing”, the study aimed to present an overview of previous studies. The study employed “Biblioshiny”, a web interface of the "Bibliometrics" package of "R-studio," to conduct bibliometric analysis and visualization. Supply chains and marketing are the most frequently used keywords in “titles”, “abstracts”, and “author keywords”. In order to determine prospective study directions and themes for the supply chain integration in marketing, we employed a conceptual framework. By using a “co-occurrence network,” four study streams are discovered. These research areas include marketing and commerce, as well as supply chain management. Finally, by classifying important topics into "basic or transversal", "emerging or declining", and “motor", highly developed, but isolated themes, a “thematic map” is employed to provide a comprehensive overview. Future directions and important areas for research have been suggested by these themes and subthemes. The study also points out the synthesis of past literature including its objectives, findings and suggested future research directions.