مجلة الأصيل للبحوث الاقتصادية والإدارية

The Integration Of Marketing And Supply Chain Management In Enhancing Customer Experience: A Case Study Of Condor Electronics Algeria (2020-2025)

Auteurs : Hedid Leila .

Résumé

Abstract: This study investigates the integration of marketing and supply chain management and its role in strengthening customer experience, taking Condor Electronics Algeria as a case study over 2020–2025. It proceeds from the premise that customer experience is determined not solely by promotional communication, but equally by the firm’s capacity to reconcile market promises with operational execution, product availability, distribution dependability, and responsive after-sales service. The research employs a descriptive-analytical case-study design drawing on secondary sources, public disclosures, and proxy indicators. The results show that Condor’s sales, exports, employment, and domestic market share increased over time, while exports recorded the most pronounced acceleration after 2022. The analysis further indicates that the firm’s market-facing and operations-facing functions became increasingly coordinated, enabling Condor to progress from domestic consolidation toward broader regional positioning. The study concludes that the available evidence points to a positive association between marketing–supply chain integration and customer experience

Mots clés

marketing integration ; supply chain management ; customer experience ; Condor Electronics Algeria