Title: Dynamic adaptation of supply chain collaboration to enhance demand controllability

Authors: Masayasu Nagashima; Marc Lassagne; Michiya Morita; Laoucine Kerbache

Addresses: Faculty of Management, Graduate School of Entrepreneur Engineering, Kochi University of Technology, 185 Miyanokuchi, Tosayamada, Kami, Kochi, 782-8502, Japan ' Arts et Métiers ParisTech, 151 boulevard de l’Hôpital, 75013 Paris, France ' Faculty of Economics, Graduate School of Management, Gakushuin University, 1-5-1, Mejiro, Toshimaku, Tokyo, 171-8588, Japan ' HEC Paris in Qatar, Tornado Tower, Westbay, Doha, Qatar

Abstract: In industries characterised by strong uncertainties on demand, supply chain collaboration has been considered an important factor to improve performance, but remains difficult to implement. Drawing on a comparative case study of the relationships between a Japanese manufacturer and three French retailers in the digital still camera industry, we delineate a series of contingent factors that determine the conditions under which supply chain collaboration with retailers can be effective. We propose the concept of adaptive collaboration, contingent on the product life cycle and retail partners' attributes, to determine the fit between product strategy and supply chain processes. We show how it can help solve some of the issues associated with the development of collaboration and help improve a company's supply chain performance.

Keywords: supply chain collaboration; supply chain strategy; demand uncertainty; supply chain management; SCM; collaborative supply chains; Japan; France; digital cameras; manufacturer-retailer collaboration; adaptive collaboration; product life cycle; retail partners; product strategy; supply chain performance.

DOI: 10.1504/IJMTM.2015.069257

International Journal of Manufacturing Technology and Management, 2015 Vol.29 No.3/4, pp.139 - 160

Received: 16 Aug 2013
Accepted: 04 Jul 2014
Published online: 06 May 2015 *

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