Open AccessConsidering the consumer in the design of a supply chain of perishables
Author(s) -
José Felipe Jiménez-Guerrero,
Juan Carlos Pérez Mesa,
Jerónimo de Burgos Jiménez,
Emilio Galdeano Gómez
Publication year - 2018
Publication title -
the international food and agribusiness management review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.474
H-Index - 35
eISSN - 1559-2448
pISSN - 1096-7508
DOI - 10.22434/ifamr2017.0019
Subject(s) - supply chain , business , demand chain , order (exchange) , marketing , supply chain management , service management , supply chain risk management , product (mathematics) , industrial organization , customer satisfaction , market segmentation , bullwhip effect , preference , key (lock) , process management , computer science , microeconomics , economics , geometry , mathematics , computer security , finance
Customer satisfaction, contrary to a manufacturer based approach, is considered a key factor in the business strategy of many companies and in supply chain management. However, focusing on the consumer requires an analysis of the preference structure, which is something that conditions supply chain strategy. In this work we carry out a customer segmentation of a perishable product in order to identify different profiles, depending on their needs and preferences, which may allow the study of differentiated supply chain strategy. Thus, taking consumer satisfaction, we propose a differentiated supply chain approach depending on the segment which the company intends to address. In parallel and from a theoretical point of view, this approach represents a first step toward introducing the concept of responsible innovation in the study of supply chain management.