Supply chain management and the evolution of the “Big Middle”

The authors define the “Big Middle” as the marketspace in which the bulk of retailers compete for the majority of customers and the preponderance of expenditures occur. Therefore, it is the space in which retailers aspire to exist in their quest for increased revenues, scale economies, and profits. An enduring concept, the Big Middle appears in any economy in which large-scale retailing has developed. In general merchandise retailing in the U.S., there have been three Big Middle subperiods, each defined by a distinct branch of the general merchandising tree; driven by geographic, technological, and socioeconomic changes; and dominated by preeminent retail chains. During the variety store subperiod, the F.W. Woolworth chain dominated. In the national-chain department store subperiod, Sears Roebuck and JCPenney were the primary retailers, and in the modern discounter subperiod, Wal-Mart, Kmart, and Target have emerged as leaders. The authors argue that the development of these subperiods and the success of their major retailers have depended on the efficient and effective flow of merchandise from suppliers to customers. Optimizing this flow always has entailed harnessing current technology, given the geographic and socioeconomic realities of the time. Currently, technology facilitates a comprehensive application of supply chain management, whereas previous technology only permitted a simplified version.     

An integrated retailer image and brand equity framework: Re-examining,extending, and restructuring retailer brand equity

Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to the existing and largely generic retailer equity frameworks in three ways: first, by incorporating retail specific dimensions from the retailer image literature; second, by re-examining and developing the structures and relationships between the dimensions of retailer equity by testing alternative structures commonly used in the more general brand equity literature; and finally by creating a short and parsimonious scale for assessing retailer brandequity in different contexts. Three alternative models are compared and tested on six brands in both convenience and shopping goods categories, ranging from discount to middle range price levels. The outcome is an operational framework supporting the main building blocks of the conceptual brand resonance model presented in Keller (2001) with seven dimensions structured in a four-step sequence as awareness → pricing policy, customer service, product quality, physical store → retailer trust → retailer loyalty, thereby describing retailer brand equity as a four-step process. The extended, although parsimonious, 17-item retailer equity scale can be used by academics as well as practitioners to examine the underlying values of retailer brands and has the potential to incorporate additional dimensions and attributes to investigate specific retail contexts without creating lengthy questionnaires.     

SUPPLY CHAIN CAPITAL: THE IMPACT OF STRUCTURAL AND RELATIONAL LINKAGES ON FIRM EXECUTION AND INNOVATION

Firms invest millions of dollars annually in developing their supply chains, with the broad goal of increasing their own performance. However, despite the significant resources deployed for supply chain development, the extent to which initiating, maintaining, and managing supply chain relationships contributes to firm success remains unclear. The current article provides conceptual development supporting the valuation of firm‐to‐firm supply chain connections from the perspective of the focal firm. Based on the social network and economics literatures, the article introduces the concept of supply chain capital, which comprises the value of both the structural configuration and relationship content of the firm's supply chain network. Following theoretical development, a non‐exhaustive set of propositions are constructed illustrating multiple ways that supply chain capital can be accrued and exploited for firm‐level benefit. Managerial recommendations for investment in supply chain capital are included, as are future directions for research in the area of supply chain networks.     

Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications

The information that a retailer’s name communicates to consumers can be a source of competitive advantage for many retailers. Indeed, retailers develop a kind of brand equity, which we refer to as “retailer equity.” To aid both practitioners and researchers, we outline a method, using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity. In addition, we provide four illustrations of possible ways that the index can be used by retailers: (1) as a benchmarking tool, (2) as an indicator of the success (failure) of marketing strategies and tactics, (3) as a means to evaluate the attractiveness of market segments, and (4) as an instrument to examine the relative importance of the various components of retailer equity for specific retailers. The index also provides a means for marketing researchers to examine potential antecedents and outcomes of retailer equity.     

A THREE‐STAGE IMPLEMENTATION MODEL FOR SUPPLY CHAIN COLLABORATION

Leading companies know that collaboration and creativity in supply chain (SC) relationships are critical to future competitiveness. Yet, many companies struggle to collaborate effectively. This reality raises the question: “How can managers overcome the cultural and structural impediments to SC collaboration?” Through a series of in-depth, semi-structured interviews, we identify core practices and key requirements to successful SC collaboration. Contingency and force field theories help transform our field study findings into a three-stage model for improving SC collaboration. The constant challenge of persuading other managers and companies to pursue SC collaboration highlights the need for a proven-path approach to SC collaboration.     

DEVELOPING SOCIAL IDENTITY AND SOCIAL CAPITAL FOR SUPPLY CHAIN MANAGEMENT

Competition involves not firm against firm but rather supply chain against supply chain, but few studies explain theoretically the subsistence of a supply chain as a social entity or the operating mechanisms through which firms socialize to obtain better business performance. On the bases of social identity theory and social capital theory, the authors suggest that the salience of supply chain identity accumulates social capital in a supply chain, which then facilitates supply chain management and improves business performance.     

基于价值的供应链结构分析

本文从股东价值出发,研究了构成供应链价值增值的结构性因素,即供应链库存、运输与配送、设施、信息和组织形式,并进一步分析了这些价值驱动要素在实现供应链目标中的管理杠杆作用,为供应链设计、运营和管理提供了一个基本框架。     

Follow my leader? Lookalike retailer brands in non-manufacturer-dominated product markets in the UK

Retailer brands are a common feature of most retail sectors today, and have made an important contribution to the financial performance of Britain's retailers. Over the past two decades, as retailers have adopted the marketing approach in their business activities, the nature and role of retailer brands in marketing strategies has changed. This paper reviews the development of retailer brands in the grocery market, from their original position as product alternatives to leading manufacturer brands, to brand alternatives in their own right. Part of this transformation has involved a revision of the packaging and presentation of these product ranges and this has led to accusations of copy-catting and theft of brand identity. The paper then explores the lookalike debate and reports on an exploratory study of retail brand recognition and the lookalike situation in those product markets which are not dominated by established manufacturer brands.     

Brand morphing across Wal-Mart customer segments

The premise of segmentation theory is that different segments each have a discrete customer profile and behavioral characteristics. At a conceptual level, the recent branding literature recognizes that different sub-cultures or segments could experience different meanings of an organization's brand. However, few quantitative studies address the issue. The current paper combines branding and segmentation theory and offers a new perspective on whether all segments have the same brand meaning. A leading discount retailer, Wal-Mart, is the focus of this Canadian-based investigation. Two segments of Wal-Mart customers are the basis of the study — one segment preferring Wal-Mart and one less attached. The research quantifies the two networks of brand meaning that the two segments associate with the Wal-Mart (corporate) brand. Empirically, brand morphing of the corporate brand occurs, with different brand meanings across the two segments.     

An integrated approach to managing extended supply chain networks

In an effort to improve their competitive position in a rapidly changing marketplace, many companies have replaced their traditional supply chains with extended supply chain networks built on a foundation of supply chain collaboration. These extended networks require the use of decision support tools and technologies to improve both operating efficiencies and customer service, but many companies have struggled to realize the expected benefits of these tools and the increased collaboration. This article recommends that companies adopt an integrated strategy of people, processes, and technology to achieve their competitive supply chain goals. Our recommendation is backed by the results of a survey we conducted of senior-level practitioners concerning the importance and challenges of supply chain collaboration. The article concludes with a set of managerial recommendations to improve a company’s collaborative efforts within its supply chain.     

Conceptualising and measuring consumer-based brand–retailer–channel equity

This paper presents a critical review and synthesis of the extant literature which underscores the complexities of conceptualising and measuring the synergies created by brand, retailer, and channel equity. To this end, the concept of Consumer-based Brand–Retailer–Channel Equity (CBBRCE) is developed. The concept and its measurement are subsequently tested empirically using survey data and structural equation modelling with path-PLS. The results confirm that CBBRCE is created by CBBRC Awareness, Quality and Loyalty. The paper concludes with a discussion of the managerial implications of CBBRCE, and signals areas for further academic research.     

An improved method for managing catastrophic supply chain disruptions

This article analyzes the differences between frequent and rare risks for supply chain disruptions, and proposes a new, improved risk measurement and prioritization method to account for the characteristics of rare risks. The varying idiosyncrasies of decision makers are integrated into this method such that risk management can be brought into alignment with an individual manager's preferences. Also woven into this tapestry is the notion of detection, which is familiar to those who have applied failure modes and effects analysis (FMEA), but novel in the arena of supply chain risk management. Rare risks in the supply chain are, by their nature, unsettling: unforeseen disruptions are always present, probability estimates are imprecise, and comprehensive data collection is impossible. These difficulties are taken into account by the presented risk management framework. While the proposed ordinal scales are perhaps unsettling to many who desire greater precision, measurement methods must fit the precision that is possible. By considering rare risks along with frequent risks, managers can be better positioned to deal with the unforeseen.     

Blockchain technology for enhancing supply chain resilience

With the soaring value of bitcoin and frenzy over cryptocurrency, the blockchain technology that sparked the bitcoin revolution has received heightened attention from both practitioners and academics. Blockchain technology often causes controversies surrounding its application potential and business ramifications. The blockchain is a peer-to-peer network of information technology that keeps records of digital asset transactions using distributed ledgers that are free from control by intermediaries such as banks and governments. Thus, it can mitigate risks associated with intermediaries’ interventions, including hacking, compromised privacy, vulnerability to political turmoil, costly compliance with government rules and regulation, instability of financial institutions, and contractual disputes. This article unlocks the mystique of blockchain technology and discusses ways to leverage blockchain technology to enhance supply chain resilience in times of increased risks and uncertainty.