The Open UniversitySkip to content

Customer responsive supply chain strategy: an unnatural act?

Godsell, J.; Harrison, A.; Emberson, Caroline and Storey, John (2006). Customer responsive supply chain strategy: an unnatural act? International Journal of Logistics: research and applications, 9(1) pp. 47–56.

DOI (Digital Object Identifier) Link:
Google Scholar: Look up in Google Scholar


There has been a shift in the last few years from prescriptive models of supply chain strategy to more embracing frameworks that accommodate a range of different approaches. However, there has been a tendency for these models to differentiate by product type. In order to achieve alignment between demand creation and fulfilment this basis for differentiation should, we conclude, change to buying behaviour. We have explored the opportunities for increasing customer responsiveness through the alignment of demand creation and fulfilment by means of empirical studies of six supply chains in three sectors (electronics, process industries and third-party logistics). Our study found that there is currently little evidence of such alignment in practice. There was a marked absence of proactive “management” of the supply chain, and a lack of alignment within the demand fulfilment process itself, and between the demand fulfilment and creation process (including new product introduction). Performance measures were used to optimise functional performance at operational levels within a supply chain rather than the performance of the supply chain as a whole.

Item Type: Journal Item
Copyright Holders: 2006 Taylor & Francis
ISSN: 1367-5567
Keywords: Supply chain management; Strategy formulation; Customer responsiveness
Academic Unit/School: Faculty of Business and Law (FBL)
Faculty of Business and Law (FBL) > Business > Department for People and Organisations
Faculty of Business and Law (FBL) > Business
Research Group: Innovation, Knowledge & Development research centre (IKD)
Item ID: 1973
Depositing User: Users 12 not found.
Date Deposited: 09 Jun 2006
Last Modified: 08 May 2019 13:30
Share this page:


Altmetrics from Altmetric

Citations from Dimensions

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU