The Impact of Risk Management on Marketing Activities in Global Supply Chains-Take Multinational Companies as an Example
Author(s):
Ziwei ZHU
In the context of globalization, multinational companies increasingly rely on complex supply chain networks, but the supply chain risks (such as epidemics, trade wars, natural disasters, policy changes, etc.) have an increasingly significant impact on marketing activities. Therefore, how to improve marketing performance (MP) through supply chain risk management (SCRM) and supply chain resilience (SCR) has become an important concern for enterprises. This study aimed to explore the mechanism of SCM on marketing performance and verify relevant hypotheses through empirical analysis. This study expands the research on the intersection of supply chain management and marketing, and provides empirical support for multinational companies to optimize the supply chain to improve marketing performance. Managers should strengthen supply chain risk management, improve marketing stability, enhance supply chain resilience and improve market adaptability, and optimize the synergies between supply chain and marketing strategy.
