What is the Right Supply Chain for Your Shopper? Exploring the Shopper Service Ecosystem
JOURNAL OF BUSINESS LOGISTICS(2016)
摘要
The emergence of shopper marketing represents a major strategic force in consumer goods branding and retailing, and poses significant challenges to pre existing supply chain thought that most scholars have yet to address. In order to address the marketing and supply chain challenges presented by shopper marketing initiatives, scholars from both disciplines can find common ground by focusing on the shopper instead of consumers or products. The issue is no longer one of matching a supply chain to a product. Instead, marketers and supply chain managers need to ask, "What's the right supply chain for our shopper?" The shopper service ecosystem framework developed in this paper brings together the service dominant logic of marketing with the service ecosystem perspective in supply chain management. Future research frontiers suggest research directions that bridge the marketing and supply chain disciplines to create a multidisciplinary foundation for future research in the shopper marketing realm.
更多查看译文
关键词
shopper marketing,supply chain execution,service ecosystem
AI 理解论文
溯源树
样例
生成溯源树,研究论文发展脉络