Finding the True Voice of the Customer in<scp>CPG</scp>Supply Chains: Shopper‐Centric Supply Chain Management

Zondag, Marcel M.; Ferrin, Bruce G.

doi:10.1111/jbl.12055

Cited by 12 publications

(12 citation statements)

References 35 publications

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“…A second solution is the modification of replenishment. Managers have to apply a customer-centric pull approach to supply chain replenishment as the foundation of a replenishment decision on true demand is critical (Zondag and Ferrin, 2014). “In addition to project internal turbulences due to complexity in business environment, there are also many external (e.g.…”

Section: Findings and Discussionmentioning

confidence: 99%

Customer integration into supply chains: literature review and research propositions

Martinelli

Tunisini

2019

JBIM

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Purpose The purpose of this paper is to explore the topic of customer integration into supply chains. Particular attention is focused on literature concerning customer-driven and customer-centric supply chains. The aim is to provide a deeper understanding of these two approaches, clarify the differences, compare them and provide a conceptual model and research propositions, leading to theoretical and managerial implications. Design/methodology/approach The paper presents a systematic literature review conducted using a consolidated methodology. The protocol used allows for the identification, analysis, synthesis, reporting and discussion of the results stemming from the literature on customer integration into the supply chain. This analysis enables us to summarize the results in a conceptual framework and introduce new research propositions. Findings Using the results of the literature review, the authors first systematized the literature on customer-driven supply chain and on customer-centric supply chain in the conceptual framework. For each of the two sets of studies, the authors highlighted three main streams of research concerning customer integration into the supply chain. The authors analyzed three different topics: why customer integration is needed, how customer integration takes place and which intra-organizational issues are necessary to implement customer integration into the supply chain. Second, the authors developed a conceptual framework to confront customer-driven and customer-centric approaches to supply chain management in an evolutionary perspective. The authors thus formulated research propositions aimed at entering in greater depth the management of the shift from the customer-driven to customer-centric supply chain. Research limitations/implications The systematic literature analysis developed in the paper contributed to more integrated and comprehensive knowledge of customer integration into the supply chain. The paper identifies and describes the characteristics of different supply chain approaches through the organization and interpretation of academics’ contributions. The paper suggests the need for further research in at least three areas: the study of variables supporting customer-driven or customer-centric approaches, the relevant intra-organizational issues underscoring the customer-centric supply chain and the impact of digitalization on supply chain processes. Practical implications The paper outlines the main structural elements that compose the customer-driven and customer-centric supply chains. The results of the systematic analysis of the literature can be used to inform managers about the different levels and approaches for achieving customer integration. These diverse configurations of customer integration imply administrative and organizational considerations. Major issues to be considered when managers want to integrate the customer into the supply chain are identified. In addition, conditions underscoring different options – namely, customer-driven and customer-centric supply chains – are provided. Originality/value The originality of this work lies in the systematic review of literature examining customer integration into supply chains, which highlights two main levels of customer integration: customer-driven and customer-centric. The main contribution is the formulation of a conceptual framework and new research propositions from the comparison and merger of these two configurations. The information presented in this paper enhances the literature on recent developments in customer integration, thereby enabling managers to select the most suitable configuration for the supply chain structure.

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Section: Findings and Discussionmentioning

confidence: 99%

Customer integration into supply chains: literature review and research propositions

Martinelli

Tunisini

2019

JBIM

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“…Supply chain perspectives are predominantly reflected in operational data showing the capabilities of a firm's supply chain (Zondag and Ferrin ). Thus, supply chain perspectives reflect the knowledge and operational capabilities through information coordination and collaboration across organizations throughout the service ecosystem.…”

Section: Shopper Service Ecosystem Frameworkmentioning

confidence: 99%

“…A focus on the shopper as the point of intersection between the marketing and the supply chain worlds (Stahlberg and Maila ; Zondag and Ferrin ) provides the nexus for interdisciplinary research bridging the two disciplines. The objective of this research is to create a theoretically based framework to provide a foundation for future research in the shopper marketing realm.…”

Section: Introductionmentioning

confidence: 99%

What is the Right Supply Chain for Your Shopper? Exploring the Shopper Service Ecosystem

Stolze

Mollenkopf

Flint

2016

J of Business Logistics

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T he emergence of shopper marketing represents a major strategic force in consumer goods branding and retailing, and poses significant challenges to pre existing supply chain thought that most scholars have yet to address. In order to address the marketing and supply chain challenges presented by shopper marketing initiatives, scholars from both disciplines can find common ground by focusing on the shopper instead of consumers or products. The issue is no longer one of matching a supply chain to a product. Instead, marketers and supply chain managers need to ask, "What's the right supply chain for our shopper?" The shopper service ecosystem framework developed in this paper brings together the service dominant logic of marketing with the service ecosystem perspective in supply chain management. Future research frontiers suggest research directions that bridge the marketing and supply chain disciplines to create a multidisciplinary foundation for future research in the shopper marketing realm.

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“…Grandori & Soda, 1995 Here, then, the perspective goes beyond the dyadic view, for example buyer-supplier or retailer-customer, with a network perspective required if we are to understand the complexities emerging from inter-firm relationships that facilitate the integration of resources and thus cooperation in the areas of purchasing, marketing and operations (Lavie, 2006;Oh, Teo, & Sambamurthy, 2012;Schoenherr et al, 2012). Cooperation in a competitive environment such as an agglomeration is focused towards the customers and thus requires a close integration between the demand (marketing and operations) and the supply (purchasing) side of the network (Zondag & Ferrin, 2014; see Figure 1). …”

Section: Competition and Cooperation In Agglomerationsmentioning

confidence: 99%

The impact of competition and cooperation on the performance of a retail agglomeration and its stores

Teller

Alexander

Floh

2016

Industrial Marketing Management

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Finding the True Voice of the Customer inCPGSupply Chains: Shopper‐Centric Supply Chain Management

Cited by 12 publications

References 35 publications

Customer integration into supply chains: literature review and research propositions

Customer integration into supply chains: literature review and research propositions

What is the Right Supply Chain for Your Shopper? Exploring the Shopper Service Ecosystem

The impact of competition and cooperation on the performance of a retail agglomeration and its stores

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