Title: An investigation of consumer awareness of supply chain management flows: differences between consumers in Thailand and the USA

Authors: Dinesh S. Davé; Michael J. Dotson; James E. Stoddard; Adisak Suvittawat

Addresses: John A. Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA ' John A. Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA ' John A. Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA ' Department of Management Technology, School of Management Technology, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand

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.

Keywords: consumer awareness; supply chain flows; intercultural differences in supply chain flows; Thailand and Unites States consumers; Thailand; USA.

DOI: 10.1504/IJBPSCM.2017.091328

International Journal of Business Performance and Supply Chain Modelling, 2017 Vol.9 No.4, pp.315 - 325

Received: 20 Oct 2017
Accepted: 20 Feb 2018
Published online: 24 Apr 2018 *

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