Over the past several decades, the disciplines of marketing and logistics grew apart from their common historical origins as marketing became more behavioral and more quantitative, while logistics leaned toward a more operational orientation. We argue in this editorial that social and technological changes in the past 20 years, coupled with the effects of the COVID pandemic, have created the conditions for the two disciplines to reconnect. We propose that scholars and practitioners consider a consumer‐centric approach to supply chain management. Such an approach advocates that the entire supply chain should focus on consumer experience rather than mere customer service and that experiences might include issues such as last‐mile delivery, supply chain visibility, and consumer values. We also introduce the papers appearing in this issue of the journal.

中文翻译：

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旧事物又是新事物：以消费者为中心的供应链管理时代

在过去的几十年中，市场营销和物流学科从其共同的历史起源中脱颖而出，这是因为市场营销变得更加行为化和量化，而物流则趋向于更具操作性。我们在这篇社论中认为，过去20年中的社会和技术变化，再加上COVID大流行的影响，为两个学科重新建立联系创造了条件。我们建议学者和从业人员考虑以消费者为中心的供应链管理方法。这种方法主张整个供应链应着重于消费者体验，而不仅仅是客户服务，并且体验可能包括诸如最后一英里交付，供应链可见性和消费者价值之类的问题。