Recent market interest on customized offers and intensive competition on attracting market globally, lead companies to implement supply chain management to improve performance and gain competi-tive advantage. To this aim, Supply chain management in customer-oriented environment is pursuing the transition from traditional supply chain into concurrent flexible and efficient one. This paper aims to un-derstand specifically how supply chain within this environment needs to be configured and managed in order to enable efficient customization for mass market. To reach this goal, a conceptual framework and list of indicators to support the framework have been developed and tested.
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