An investigation of consumer awareness of supply chain management flows: differences between consumers in Thailand and the USA
by Dinesh S. Davé; Michael J. Dotson; James E. Stoddard; Adisak Suvittawat
International Journal of Business Performance and Supply Chain Modelling (IJBPSCM), Vol. 9, No. 4, 2017

Abstract: Consumers purchase goods and services based upon the utility that they receive from the exchange. Supply chains provide the utility that consumers receive. However, consumers may not fully realise the utility that they receive from a supply chain if they are not aware of the benefits the supply chain provides. This paper explores the extent to which consumers in Thailand and the USA are aware of the supply chain activities (flows) that provide the benefits they seek. Survey results suggest that intercultural differences between consumers in Thailand and the USA are related to consumer awareness of supply chain flows. Consumers in Thailand were found to be more aware of supply chain flows than consumers in the USA. Managerial implications are discussed in the paper.

Online publication date: Tue, 24-Apr-2018

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