Demand chain alignment competence — delivering value through product life cycle management

This paper endorses demand chain alignment as a competence that supports effective product life cycle (PLC) management. Demand chain alignment integrates the demand creation (historic domain of marketing) and demand fulfilment processes (domain of supply chain management), to develop and to deliver products that convey superior customer value while deploying resources efficiently. So far, the relationship between demand chain alignment and PLC management has only been addressed from an operations and demand/supply chain perspective, but not from a marketing perspective. Three research propositions, on the relationship between both concepts, are derived from a literature review and applied to a case study from a global player in the tobacco industry. The findings do not support the current view that the product life cycle is a market-oriented classification variable for demand chain strategies. Instead, demand chain alignment needs to link customer needs-based segments with the supply chain. Moreover, PLC management and demand chain alignment have a mutually reinforcing relationship, in which PLC management can facilitate the competence development, ensures a dynamic perspective and, at the same time, benefits from aligned demand creation and fulfilment processes. Based on the findings, a model integrating demand chain alignment and PLC management is proposed.     

Designing a reverse logistics network for optimal collection, recovery and quality-based product-mix planning

This study proposes an integrated, reverse logistics supply chain planning process with modular product design that produces and markets products at different quality levels. A mixed integer programming (MIP) model formulates the overall planning process required to maximize profit by considering the collection of returned products, the recovery of modules and the proportion of the product mix at different quality levels. This paper proposes the collection of returnables (end-of life, defective, product under warranty) through retail outlets combined with the recovery of modules from the collected products using a network of recovery service providers. The proposed modular product design approach would create a design criterion that provides an improved recovery process at a lower cost. This study uses a total supply chain view that considers the production, transportation and distribution of products to customers, while a numerical problem illustrates the applicability of the models.     

The Effects of Competition in Short Product Life‐Cycle Markets: The Case of Motion Pictures*

It is critically important to understand the relationship between new product launch strategies and their interaction with the competitive environment, which results in the successful introduction of new products. Deciding when to launch new products is among the most significant issues facing managers when formulating new products strategy, especially for products with short product life cycles. However, little extant research has focused on the interaction of product launch timing and the competitive market environment. This study explores the effects of four types of competitive threats on the market performance of short product life‐cycle products. Threats from new products and incumbents are possible. Also, products in the same category and those in related product categories exert competitive pressures. In this paper, a framework of competitive threats is developed, and research questions are constructed and empirically tested using the motion pictures industry as the focus of this research. A set of simultaneous equations was estimated using a sample of 2,948 movies introduced in the U.S. market between 1997 and 2004. The results show that all competition types have negative direct, indirect (as mediated by distribution intensity), and total effects on the performance of a new product. For a focal product, incumbent products exert a greater negative impact on performance than new entrants. Surprisingly, products in different, but related, categories are more harmful to the performance of products than products in the same category. The results have important implications for launch timing and new product performance.     

Performance typologies of new product projects

New product success is a vital but elusive goal for many firms. The last two decades have witnessed numerous studies into new product successes and failures in an attempt to uncover what makes a winner. Indeed, myriad characteristics, factors, and practices have been found that appear to discriminate between successful and unsuccessful new products.With few exceptions, much of this research has tended to view new product performance on a unidimensional continuum, usually financial performance (e.g., profitability). Whereas immediate profitability is no doubt an admirable goal, there are other ways of looking at a new product's performance—for example, degree of technical success, time-to-market, and its overall impact on the company.The current investigation takes a broader view of new product success. A number of measures of new product performance were captured, rather than just the single measure continuum; this resulted in a performance map with two major and quite independent underlying dimensions of performance. A typology of performance was then developed—a classification of new product projects by how well they performed: five scenarios or clusters of projects are identified on this map, each with its unique performance characteristics. We then investigate in detail each project type and probe what drives the performances of these five different clusters of projects: that is, what makes for new product success of these five project types, when success is measured in different ways. The study was undertaken in world class multinationals in the chemical industry in four countries, but its results appear to have validity across a broad spectrum of industry.     

Applying fuzzy linguistic quantifier to select supply chain partners at different phases of product life cycle

Owing to rapidly growing global competition, enterprises are increasingly focusing on their core competencies. The focal company faces the challenge of creating alliances with more suppliers to create outsourcing synergy and provide heterogeneous products for customers. This study proposes a fuzzy multiple attribute decision making (FMADM) method based on the fuzzy linguistic quantifier. An attempt is made to ensure that the evaluation results satisfy the current product competition strategies, and also improve the effectiveness and efficiency of the entire supply chain. The fuzzy concept is applied to both the ordinal and cardinal information. Furthermore, the fuzzy linguistic quantifier guided order-weighted aggregation (FLQG-OWA) operator can be used to satisfy the enterprise product development strategy based on different phases of product life cycle.     

Product Technology Transfer in the Upstream Supply Chain

This article addresses the transfer of new product technologies from outside the firm for integration into a new product system as part of a product development effort. Product technology transfer is a key activity in the complex process of new product development and is the fundamental link in the technology supply chain. Product technology transfer too often is dealt with in an ad‐hoc fashion. Purposeful management of the product technology transfer process leads to more effective transfers in terms of timeliness, cost, functional performance, and competence building. Better management of product technology transfer gives firms access to a greater variety of new technology options, improves a firm's ability to offer significantly differentiated products, deepens the firm's competitive competencies, and positively influences sustained product development success. The central objective of this article is to gain insight into product technology transfer so that companies can manage this process more successfully and so that researchers can investigate this critical activity further. This article describes the technology supply chain as a unique form of a supply chain that poses a set of managerial challenges and requirements distinguishing it from the more traditional component supply chain. Because a single product technology transfer project is the fundamental piece in the technology supply chain, understanding this piece well is key to leveraging the extended technology supply chain and to improving overall product development performance. This article integrates literatures on new product development, supply chain management, and technology management and builds on organizational theory to present a conceptual model of determinants of product technology transfer success. The core proposition is that product technology transfer effectiveness is greatest when companies carefully match (or “fit”) the type of technology to be transferred (the “technology uncertainty”) with the type of relationship between the technology supplier and recipient (the “interorganizational interaction”). A quite detailed framework characterizing technology uncertainty along the dimensions of technology novelty, complexity, and tacitness is presented to help in assessing the challenges associated with transferring a particular product technology. This article also considers detailed elements characterizing the interorganizational interactions between the technology source and recipient firms. This helps firms consider the appropriate means to facilitate the interfirm process of technology transfer. Overall, this article provides practical insight into characterizing technologies and into improving the product technology transfer process. This article also provides a strong theoretical foundation to aid future research on product technology transfer in the technology supply chain.     

Product development cycle time for business-to-business products

For a number of years, firms have been implementing changes in the way they develop new products, changes that are targeted at reducing overall product development cycle times. And over the years, a number of academics have conducted research trying to understand the factors that are related to reducing new product development (NPD) times. But the question remains — just how long does product development generally take in absolute numbers? Information on how long product development takes is helpful to firms for planning and controlling the flow of products into the marketplace and in determining resource needs for NPD. Other than anecdotal data pertaining to particular projects that have been commercialized by particular firms, very little hard data have been reported on this topic. This article analyzes data to quantify average cycle times for physical goods commercialized by business-to-business (B2B) firms. The data are a subset of a much larger data set from the Product Development & Management Association's (PDMA) Best Practices research. The analysis presents average product development cycle times for four different types of projects (new-to-the-world, new-to-the-firm, next generation improvements and incremental improvements), presents evidence of the lack of a relationship between cycle time and success and looks at factors that are associated with differences in the length of product development cycle times.     

Analyzing supply chain robustness for OEMs from a life cycle perspective using life cycle simulation

Long-term relationships between original equipment manufacturers (OEMs) and stakeholders in their supply chain and end-of-life process can be designed, while considering uncertainty in future environmental legislation changes. This study proposes a method to analyze the capability of OEMs to reconfigure their supply chain and end-of-life operations to achieve performance targets, which are defined in terms of environmental impacts and life cycle costs. Using life cycle simulation (LCS), the physical deterioration and the functional obsolescence of individual products are considered as stochastic elements in the analysis. The analyzed reconfiguration capability provides the OEM with robustness against uncertainty from a life cycle perspective.     

回收质量不确定下的废旧电子产品三级逆向供应链定价模型研究

本文针对废旧电子产品回收质量的不确定性,研究了由制造商、零售商和回收中心构成的废旧电子产品三级逆向供应链系统的定价模型。通过设定回收废旧电子产品的质量类别来分析回收质量的不确定性,构建了合作情况与非合作情况下的逆向供应链定价与利润模型,并利用逆向归纳法求解,得出了合作与非合作情况下的三级逆向供应链成员的最优定价策略以及相应的利润。通过比较合作与非合作情况下的最优价格及逆向供应链系统利润,发现合作情况下三级逆向供应链系统的总利润更高,同时可分解再制造的废旧电子产品与可维修再制造的废旧电子产品回收价格也更高。通过Matlab仿真分析,研究发现：随着废旧电子产品中可分解再制造废旧电子产品比例的增加,在合作和非合作两种情况下,可分解再制造废旧电子产品的回收价格和三级逆向供应链系统的总利润均减少,而可维修再制造废旧电子产品的回收价格增加。     

建筑供应链管理模式(CSCM)应用研究

供应链管理倡导合作、共赢、集成,全面提高供应链整体竞争力,广受关注,并在制造业取得很大绩效。章通过对制造业供应链与建筑业供应链的比较,分析了建筑供应链管理模式应用的可行性及实施步骤,研究了建筑供应链管理模式的发展趋势,并对供应链建筑管理模式与传统建筑管理模式进行了比较分析。     

An inventory control model with consideration of remanufacturing and product life cycle

This paper investigates inventory control policies in a manufacturing/remanufacturing system during the product life cycle, which consists of four phases: introduction, growth, maturity, and decline. Both demand rate and return rate of products are random variables with normal distribution; the mean of the distribution varies according to the time in the product life cycle. Closed-form formulas of optimal production lot size, reorder point, and safety stock in each phase of the product life cycle are derived. A numerical example is presented with sensitivity analysis. The result shows that different inventory control policies should be adopted in different phases of the product life cycle. It is also found that the optimal production lot size and reorder point are not sensitive to the phase length and the demand changing rate.     

Launch Decisions and New Product Success: An Empirical Comparison of Consumer and Industrial Products

Many articles have investigated new product development success and failure. However, most of them have used the vantage point of characteristics of the product and development process in this research. In this article we extend this extensive stream of research, looking at factors affecting success; however, we look at the product in the context of the launch support program. We empirically answer the question of whether successful launch decisions differ for consumer and industrial products and identify how they differ. From data collected on over 1,000 product introductions, we first contrast consumer product launches with industrial product launches to identify key differences and similarities in launch decisions between market types. For consumer products, strategic launch decisions appear more defensive in nature, as they focus on defending current market positions. Industrial product strategic launch decisions seem more offensive, using technology and innovation to push the firm to operate outside their current realm of operations and move into new markets. The tactical marketing mix launch decisions (product, place, promotion and price) also differ markedly across the products launched for the two market types. Successful products were contrasted with failed products to identify those launch decisions that discriminate between both outcomes. Here the differences are more of degree rather than principle. Some launch decisions were associated with success for consumer and industrial products alike. Launch successes are more likely to be broader assortments of more innovative product improvements that are advertised with print advertising, independent of market. Other launch decisions uniquely related to success per product type, especially at the marketing mix level (pricing, distribution, and promotion in particular). The launch decisions most frequently made by firms are not well aligned with factors associated with higher success. Additionally, comparing the decisions associated with success to the recommendations for launches from the normative literature suggests that a number of conventional heuristics about how to launch products of each type will actually lead to failure rather than success.     

Effect of time on a marketing strategy

A firm that had enjoyed considerable success in the marketplace during the early stages of the product life cycle found itself losing market share. The firm and its competitors had not changed their marketing strategies since the introduction of the product. This article describes the results of research examining possible causes for the market reversal. It Was discovered that the nature of the organizational buyer and his buyer behavior changed in a predictable manner since product introduction progressed. These changes made the competitors' marketing strategy more effective and probably caused the market reversal. The implications for this firm and for firms marketing innovative products in general are discussed.     

Lean Launch: Managing Product Introduction Risk Through Response-Based Logistics

New product launch research has identified four strategic issues that involve activities essential to introduce a new product to its target market. The sum of these decisions is critical to new product success. Substantial research has focused on decisions guiding the proper product, price, and promotion mix to favorably impact market goals. Considerably less research has centered on determining how place capabilities such as logistics and supply chain relationships impact launch performance. Logistics and supply chain collaboration—the processes involved in planning, implementing, and controlling the efficient, effective flow and storage of goods, services, and related information from the point of origin to point of consumption for the purpose of conforming to customer requirements—can greatly reduce risk associated with new product launch. They combine to provide a structure to facilitate rapid response to developing demand by location and intensity. In this article, an effort is made to fill the gap in extant knowledge regarding new product launch strategies by reviewing relevant literature and comparing traditional launch strategies based on anticipatory demand forecasts with alternative lean launch strategies based on the principles of response-based logistics. The result is a lean launch model for continued empirical testing and managerial review. The article contrasts traditional logistics support of new product launch with an emerging logic called lean launch strategy. The traditional launch strategy is forecast driven and is based on anticipatory logistics (push). The lean launch strategy is formulated on principles of postponement and is based on response-based logistics (pull) and supply chain management. Response-based logistics systems provide flexibility that enables better management of inventory levels. Improved replenishment times and in-stock availability of products from a centralized inventory allows managers to rapidly react to actual demand. Lean launch enhances successful introduction by allowing greater flexibility in product variant selection while minimizing out-of-stock potential. Lean launch also can cut losses in product launch failures by reducing launch inventory exposure. Finally, lean launch can improve chances of new product success by helping limited volume technical successes achieve profitability.     

An Empirical Study of Platform and Derivative Product Development Projects

Many firms now realize the importance of planning product families and product platforms. However, little research addresses planning and execution of different types of projects within a product family platform series. This study investigates project characteristics, development challenges, typical outcomes, and success factors for product development projects at different locations in the product family spectrum. “Platform” projects result in products that initiate a new product family platform for a company. “Derivative” projects result in products consisting of extensions to an existing product family platform. Data on 108 new product development projects from a variety of assembled products industries were collected via a detailed survey and analyzed. Findings indicate that: (1) platform and derivative projects differ in project task characteristics (including the amount of new technology development undertaken and project complexity) and market newness; (2) platform and derivative projects generally do not differ in terms of project success (achievement of project objectives, level of company satisfaction, and perceived customer satisfaction) or smoothness of project execution; (3) both platform and derivative projects generally are executed in similar ways; (4) certain managerial approaches (including contingency planning, project-based evaluation of personnel, and overlap of design and manufacturing engineering) are associated with higher project execution success for both platform and derivative projects; and (5) use of interdependent technologies and novel project objectives are associated with project execution failure for platform projects. The results suggest that firms can continue to employ a single product development management process for both platform and derivative projects, as long as modest customization of the process is made for the given project type. Completely different management processes are not required. In all, the results presented in this article suggest specific managerial actions companies can take to significantly improve product development success. © 1999 Elsevier Science Inc.     

The US fashion industry: A supply chain review

The fashion industry has short product life cycles, tremendous product variety, volatile and unpredictable demand, and long and inflexible supply processes. These characteristics, a complex supply chain and wide availability of data make the industry a suitable avenue for efficient supply chain management practices. The industry has also been in a transition over the last 20 years: significant consolidation in retail, majority of apparel manufacturing operations moving overseas and, more recently, increasing use of electronic commerce in retail and wholesale trade. This paper aims to review the current state of operations and recent trends across the fashion supply chain in the US. We use industry-wide data, articles from business journals, industry reviews and extensive interviews with an apparel manufacturer in California, and a major US department store chain to describe the current operational practices and how the industry is restructuring itself during the transition, focusing at the apparel manufacture and retail segments of the supply chain.     

An Exploratory Analysis of the Impact of Market Orientation on New Product Performance

For many firms, emphasizing the importance of market orientation has taken on a mantra-like quality. Mission statements and memos, policies, and procedures all highlight the importance of staying in touch with the customer. It is also widely assumed that the relationship between market orientation and new product performance depends on environmental conditions and product characteristics. To date, however, little empirical evidence has been presented to support the assumption that market orientation influences new product performance. Kwaku Atuahene-Gima addresses this research need in a study of 275 Australian firms. In addition to exploring the relationship between market orientation and new product development activities and performance, his study examines the effects of environmental conditions and product characteristics. Specifically, the study investigates whether the relationship between market orientation and new product performance depends on the degree of product newness to customers and the firm; the intensity of market competition and the hostility of the industry environment; and the stage of the product life cycle at which the new product was introduced. The survey results provide strong support for the basic proposition that market orientation influences new product performance and development activities. The results show a strong positive relationship between market orientation and a new product's market performance. Market orientation is also shown to have a strong positive effect on proficiency of predevelopment activity, proficiency of launch activity, service quality, product advantage, marketing synergy, and teamwork. Although market orientation is generally found to be an important factor in the success of new products, its influence varies depending on the type of new product—that is, radical versus incremental. Market orientation appears to have greater influence on new product performance when the product represents an incremental change to both the customers and the firm. However, this does not mean that a market-oriented approach is unnecessary in the development of radically hew products. Market orientation also has a greater effect when the perceived intensity of market competition and industry hostility are high, and during the early stage of the product life cycle. Because market competition and industry hostility typically intensify as the product life cycle progresses, these findings suggest that the effects of market orientation are pervasive. In other words, managers should not limit their expectations of market orientation to specific projects or specific stages of the development process and product life cycle.     

Valorisation of a local asset: The case of olive oil on Lesvos Island,Greece

Agri-food products are more and more considered and treated as valuable local assets. The valorisation of such local assets is an issue of great importance, especially in disadvantaged areas. In this paper, the case of the olive oil of Lesvos Island in Greece is presented. We seek to analyse the supply chain and examine the benefits that are distributed to its various actors by comparing three different olive oil products: PGI, organic and conventional olive oil with the use of two dimensions: size of production and success of the producers. The data come from quantitative and qualitative research to different actors across the supply chain and from published and unpublished local and national sources. The findings indicate that olive farmers are “cut-off” from the benefits of the products to a great extent. Small bottlers are the ones that receive the most benefits, as they can ignore big retailers. Overall, the absence of consensus and common management between the different actors, along with a complex and very competitive international market create uneven impacts.     

Linking product modularity and innovativeness to supply chain management in the Italian furniture industry

Much of the literature on modularity assumes that firms with modular products adopt modular organization. In the realm of supply chain management, no consensus has been reached on the effects of product modularity on supply chains (SC). This paper investigates whether SC choices depend on product modularity and innovativeness, and how SC choices can be aligned to these product features to maximize performance. A medium scale survey has been performed in the Italian furniture industry. By means of factor and cluster analyses, the SC of firms that introduced products with different levels of modularity and innovativeness have been compared. The results show that both product features must be considered when designing the SC.     

Interfirm Innovation under Uncertainty: Empirical Evidence for Strategic Knowledge Partitioning*

This paper analyzes how uncertainty and life‐cycle effects condition the knowledge boundary between assemblers and suppliers in interfirm product development. Patents associated with automotive emission control technologies for both assemblers and suppliers are categorized as architectural or component innovations, and technology‐forcing regulations imposed by the government on the auto industry from 1970 to 1998 are used to define periods of high and low uncertainty. Results confirm that suppliers dominate component innovation whereas assemblers lead on architectural innovation. More importantly, when facing uncertainty firms adjust their knowledge boundary by increasing the knowledge overlap with their supply‐chain collaborators. Suppliers clearly expand their knowledge base relatively more into architectural knowledge during such periods. But assemblers' greater emphasis on component innovation in periods of greater uncertainty is only true as a relative deviation from an overall trend toward increasing component innovation over time. This trend results from an observed life‐cycle effect, whereby architectural innovation dominates before the emergence of a dominant design, with component innovation taking the lead afterward. Thus, for assemblers life‐cycle effects may dominate over task uncertainty in determining relative effort in component versus architectural innovation. This work extends research on strategic interfirm knowledge partitioning as well as on the information‐processing view of product development. First, it provides a large‐scale empirical justification for the claim that firms' knowledge boundaries need to extend beyond their task boundaries. Further, it implies that overlaps in knowledge domains between an assembler and suppliers are particularly important for projects involving new technologies. Second, it offers a dynamic view of knowledge partitioning, showing how architectural knowledge prevails in the early phase of the product life cycle whereas component knowledge dominates the later stages. Yet the importance of life‐cycle effects versus task uncertainty in conditioning knowledge boundaries is different for assemblers and suppliers, with the former dominating for assemblers and the latter more influential for suppliers. Finally, it supports the idea that architectural and component knowledge are critical elements in the alignment of cognitive frameworks between assemblers and suppliers and thus are key for information‐exchange effectiveness and resolution of task uncertainties in interfirm innovation.