Title: Mitigation of high consequence supply chain disruptive effects on stores and consumers

Authors: Varinder M. Sharma; Dinesh S. Dave; Ajay K. Aggarwal; Kiran S. Sharma

Addresses: Department of Marketing, Eberly College of Business and IT, Indiana University of Pennsylvania, 664 Pratt Drive, Indiana, PA 15705, USA ' Department of Marketing and Supply Chain Management, John A. Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA ' School of Business, Henderson State University, Arkadelphia, Arkansas 71999, USA ' Protiviti Global Consulting Firm, 400 Hope Pl # 900, Los Angeles, CA 90071, USA

Abstract: High consequence supply chain disruptions adversely affect stores and consumers. The stores inherit prolonged stockouts resulting in loss of consumer trust and commitment and their patronage leading to substantial losses. Consumers feel compelled to pay inflated prices at grey markets, patronise other outlets, or learn to live without them. There is a dearth of studies offering strategies to mitigate such disruptive effects quickly and cost-effectively thereby leaving a gap in supply chain strategies, which this study attempts to fill by offering a novel implementable model using the repurposed marketing strategies. The model suggests that the stores can mitigate such disruptive impacts by regaining consumer trust and commitment. This study contributes substantively to the supply chain strategies and builds a bridge for future development and testing applications of re-purposed strategies to specific types of high consequence disruptions. This study furnishes purposeful managerial implications and directions for future research.

Keywords: supply chain; high consequence disruption; mitigation; marketing strategies; trust; commitment.

DOI: 10.1504/IJLSM.2023.132989

International Journal of Logistics Systems and Management, 2023 Vol.45 No.3, pp.397 - 413

Received: 19 Apr 2021
Accepted: 07 May 2021
Published online: 23 Aug 2023 *

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