This qualitative research explores the dynamics of collaborative marketing and supply chain strategies for enhanced product lifecycle management. Through in-depth interviews with industry stakeholders, key themes, challenges, and implications of collaboration emerge. Trust, communication, technology, strategic alignment, and sustainability are identified as critical factors driving successful collaboration. The study highlights the transformative potential of collaboration in driving innovation, efficiency, and customer satisfaction. Despite challenges such as aligning objectives and ensuring data security, collaborative strategies offer significant opportunities for value creation and differentiation. The findings underscore the importance of building trust, leveraging technology, and integrating sustainability considerations in collaborative efforts. Strategic alignment and cultural fit among partners are essential for overcoming differences and achieving common goals. The implications of the research extend to practitioners seeking to enhance collaboration in their organizations and researchers exploring collaborative practices in different industries and contexts. Future research could further explore the impact of collaboration on stakeholder perspectives and outcomes. By addressing challenges and leveraging opportunities, organizations can maximize the benefits of collaborative marketing and supply chain strategies to drive sustainable growth and competitive advantage in today's dynamic business landscape.

Purpose: This research investigates the influence of supplier relationship management methods on the operational efficiency and customer satisfaction of Italian restaurants.Design/Methodology/Approach: Employing a qualitative research methodology, data was gathered via interviews and questionnaires from a sample of 200 individuals across many Italian restaurants throughout Italy.Findings: The investigation uncovered robust relationships between supplier relationship management approaches and other operational factors, highlighting the interdependence of management tactics. Efficient management of supplier relationships not only improves the efficiency of the supply chain, but also has an impact on the procurement of ingredients, the variety of menu options, and the integration of technology.Research Limitations/Implications: Although technology developments were shown to enhance operational efficiency, their influence on customer satisfaction was minimal. The research highlights the complex nature of factors that influence customer happiness, indicating the need of adopting a well-rounded strategy that combines technology with personalised care. Identified continuous improvement opportunities provide valuable insights for restaurant owners to enhance strategy and better meet consumer expectations.Practical Implications: This research provides useful insights on the management of Italian restaurants, but it has limitations due to its qualitative approach and dependence on self-reported data.Social Implications: However, the results add to the current knowledge and provide practical consequences for restaurant owners who want to improve their operational efficiency and customer pleasure.Originality/Value: Italian restaurants may achieve long-term success in a highly competitive culinary industry by acknowledging the interdependence of management strategies and using customer-focused techniques.