Paper Key : IRJ************194
Author: Ankit Jangid,Dr. Yashesh Zaveri
Date Published: 07 Apr 2025
Abstract
In todays globalized and competitive market, companies face challenges such as uncertain demand and informed customers. Many firms are turning to information technology (IT) to strengthen their supply chains and stay ahead. This study examines how IT integration in the downstream supply chain affects a firm's competitive marketing performance. Using the resource-based view (RBV) as a framework, the research explores how IT capabilitiesspecifically IT advancement and IT alignmentenhance supply chain responsiveness and collaboration. These capabilities lead to both operational efficiencies and strategic marketing advantages, which ultimately improve competitive performance. The methodology involves a literature review and data collection to analyse the influence of IT-enabled processes. Findings reveal that targeted IT investments, when aligned with key supply chain functions, contribute significantly to marketing success. The study provides insights into how IT can be leveraged to gain a competitive edge in todays dynamic business environment.Keywords: Resource-Based View, Supply Chain Capabilities, IT alignment, Strategic advantage