publication . Doctoral thesis . 2008

Developing Customer Responsive Supply Chain Strategy: An Empirical Investigation of the Relationship between Market Segmentation and Supply Chain Strategy

Godsell, Janet;
Open Access English
  • Published: 01 Jan 2008
  • Publisher: Cranfield University
  • Country: United Kingdom
Abstract
The concept of the ‘supply chain’, rather than a set of independent functions, has been around for more than 25 years. Despite its theoretical longevity, many organisations still struggle to make the supply chain a reality. The supply chain is an integral part of business strategy and is the means by which customer demand is fulfilled. Alignment between marketing and supply chain strategy is critical to fulfilling customer demand in a cost-effective way. This is the primary objective of customer responsive supply chain strategy (CRSC). Over the last 10 years, research into CRSC strategy has primarily been focused on two different academic perspectives: the synth...
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