Title: Customer-focused supply chain strategy: developing 4Rs framework for enhancing competitive advantages

Authors: Pankaj M. Madhani

Addresses: ICFAI Business School (IBS), IBS House, Opp. AUDA Lake, Science City Road, Off. S.G. Road, Ahmedabad, 380-060, India

Abstract: Customer-focused supply chain strategy helps firms to respond consumer demand in real-time; provides a superior customer experience; trims overall costs and optimises productivity. Firms that effectively implement customer-focused supply chain strategy are much more likely to achieve better corporate performance in terms of sales, profitability, market share and even customer satisfaction. Customer-focused supply chain also enhances capabilities of the firm to adapt to the rapidly changing business environment. In customer-focused supply chain strategy, supply chains are much more customer focused - they deliver great service at lower cost and a key ingredient of their success is strong emphasis on responsiveness, resiliency, reliability and realignment (4Rs) among supply chain partners, where all are focusing on customer value proposition. This research has developed various frameworks and presented various case studies to emphasise 4Rs as important drivers of customer-focused supply chain strategy.

Keywords: customer-focus; supply chain strategy; responsiveness; resiliency; reliability; realignment; competitive advantage; customer value proposition; 4Rs.

DOI: 10.1504/IJSOM.2020.109018

International Journal of Services and Operations Management, 2020 Vol.36 No.4, pp.505 - 530

Received: 23 Sep 2017
Accepted: 03 Jul 2018

Published online: 17 Aug 2020 *

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