Abstract
The topic is a generic deficiency in the theory generation within the business philosophy of supply chain management (SCM). The author argues that there is a crucial and challenging necessity to extend and reverse the current approach of theory generation in the field of SCM, from mainly upstream supply chain perspectives towards genuine downstream demand chain perspectives. The point of departure in the theory generation within the business philosophy of SCM should be at least from the customer's perspective, and eventually from the ultimate consumer's perspective, i.e. an ultimate consumer-driven theory generation of SCM. Furthermore, there is a lack of adequate theoretical frameworks and concepts in the current theory generation of SCM that take into consideration the ultimate consumer's perspective. Therefore, a selection of generic and classical marketing concepts and frameworks, such as the marketing concept, the marketing mix, and the marketing myopia, should be introduced and taken into consideration in the theory generation of SCM.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.