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

摘要

The concept of the ‘supply chain’, rather than a set of independent functions, has beenaround for more than 25 years. Despite its theoretical longevity, many organisations stillstruggle to make the supply chain a reality. The supply chain is an integral part ofbusiness strategy and is the means by which customer demand is fulfilled. Alignmentbetween marketing and supply chain strategy is critical to fulfilling customer demand ina cost-effective way. This is the primary objective of customer responsive supply chainstrategy (CRSC). Over the last 10 years, research into CRSC strategy has primarilybeen focused on two different academic perspectives: the synthesis of lean and agilethinking, and strategic alignment. The resulting frameworks are prescriptive in theirnature and not sensitive to the context-specific nature of supply chain management; afield of study that is hindered by a lack of consensual definition, limited empiricalevidence, and studies limited in scope to dyadic relationships. The opportunitytherefore exists to carry out empirical research that reaches beyond the dyad, looking atthe development of CRSC strategy − the basis for this study being the relationshipbetween market segmentation and supply chain strategy.The research design that was developed to address this opportunity was a multiple casestudy design. This provides the opportunity to look for theoretical replication of theguiding principles and generative mechanisms that underpin the development of CRSCstrategy. The rigour of the research design was improved by the use of a five stage(define research parameters, instrument development, data gathering, data analysis,dissemination & theory development), three phase research design (pilot case, corecases, cross-case comparison). The research was based on the study of three contrastingsupply chains, from the perspective of the focal firm. The focal firms included a smallUK manufacturer of toiletry and detergent products, a large leading logistics provider(LLP) managing the European supply chain operations for a global electronicsmanufacturer, and a large UK retailer of health and beauty products. An importantaspect of the research design is its boundary spanning nature. It crosses a minimum oftwo organisational boundaries and includes at least three different organisations within agiven supply chain. A process-orientated unit of analysis is used based on the supplychain operations reference (SCOR®) model to consider the conversion of demand intosupply across the supply chain. The primary research instrument is semi-structuredinterviews with secondary documentary sources being used for data triangulation whereappropriate.The research concluded that traditional methods of segmentation (e.g. by sales value) donot provide a natural link to supply chain strategy and limit customer responsiveness.The challenge for management is to identify the right bases for customer segmentationthat enable it to drive supply chain strategy. The primary output of the research was aframework for developing CRSC strategy. Concepts key to developing CRSC strategyand included within the model are: contextual drivers, supply chain strategy drivers andinternal mechanisms.