Mapping Communication along the Supply Chain in a Reputation-Sensitive Environment

Abstract

This exploratory qualitative study is aimed at depicting communication support to Supply Chain (SC) management, emphasizing how relationships and processes are affected by communication flows. It provides a preliminary comprehensive communication mapping, highlighting key stakeholders involved in SC management, communication roles enhancing logistics performances, and channels supporting information and physical flows among partners. It is based on a literature review, multidisciplinary academic meetings, interviews with SC directors of two global companies operating in a reputation-sensitive environment, and desk analysis of companies' documental flows. Findings reveal that communication accomplishes four basic functions: 1) it helps embedding and spreading cultural values along internal SC units; 2) it supports conflict resolution and compensation among different managerial logics; 3) it encourages development and maintenance of relationships with SC partners; 4) it enhances the fine-tuning among SC phases and activities, supporting alignment and integration of procedures and routines. Finally, the study points out that communication is typically face-to-face when it has to support the strategic SC phases, whereas it is typically computer-mediated when supporting SC operational phases.