Abstract:

Marketing resources that largely stem from knowledge and information about the market and channel participants are perceived to be an important igredient in creating wealth of the firm. This paper is written in order to examine and highlight the potential of marketing resources as an input to the effectiveness of supply chain management (SCM) in the context of construction industry. By highlighting the problems face by the industry, this study tries to provide an insight on how barriers in the adoption of lean construction could be justified by taking into account marketing resources and supply chain coordination into the picture.