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Mohan, Ashutosh

Conceptualization and Development of a Supply Chain-customer Relationship Management (SC2R-M) Synergy Mode

Abstract Views :273 | PDF Views:0

Authors

Ashutosh Mohan ¹, Arun Kumar Deshmukh ¹

Affiliations
1 FMS, Banaras Hindu University (BHU), Varanasi, IN

Source

Journal of Supply Chain Management Systems, Vol 2, No 3 (2013), Pagination: 9-25

Abstract

The ability of an organisation to add on a service envelope to the core product, overcome the constraints related to time and place of delivery and thereby, satisfying the customers' need with an edge over the other players or competitors in the market place, is the prime concern in today's context. This could take several forms as those branding with unique benefits, extensive knowledge exchange between organisation and customers, control of intellectual properties, exclusive supplier-buyer interface and relationship management with customers, employees and other value chain partners resulting in streamlining the flow of entire supply chain. SCM seeks to optimize supply whereas CRM seeks to optimize demand. SCM is cost focused and deals with production and execution while CRM is revenue focused and involves identifying and responding to customer needs.

In this paper, we propose and try to analyze the synergistic approach of supply chain management with customer relationship management (SC2R-M). The paper starts with tracing the development of CRM and SCM, focusing the (SC2R-M) synergistic mode followed by a proposed model, which depicts the specific inputs for customer and organisation, as to how customer processes the data, what are the efforts of organisation for relationship with customers, employees and channel members, what are the connecting links of focal firm with customer and finally what would be the outputs of focal firm's (SC2R-M) synergistic efforts in terms of benefits derived by customers and focal firm and ultimately by business and society.

Keywords

Supply Chain, CRM, SC2R-M, Synergy Mode, Marketing

Full Text

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Antecedent of Dairy Supply Chain Management Practices:A Conceptual Framework

Abstract Views :305 | PDF Views:2

Authors

Rajeev Kumar ¹, Ashutosh Mohan ²

Affiliations
1 Faculty of Management Studies, Banaras Hindu University, Varanasi, IN
2 Banaras Hindu University, Varanasi, IN

Source

Journal of Supply Chain Management Systems, Vol 3, No 1 (2014), Pagination: 48-67

Abstract

Objective/Purpose: The research paper attempts to understand the prevailing models of Dairy Supply Chain Management (DSCM) practices and develop a conceptual framework of DSCM with the identification of various constructs of Dairy Supply Chain Management (DSCM) through extensive literature review.

Design/Methodology:The paper draws its insights and conclusions from a review of the literature in the field of dairy supply chain management (DSCM), followed by an interaction research approach which helped to refine and validate the theory-derived framework from the perspective of practitioners.

Findings: A conceptual model is being proposed under the research study. The model is basically based on understanding developed through extensive literature review. The model illustrates the antecedents of dairy supply chain management practices and marketing orientation as independent variables and organisational performance and customer satisfaction as dependent variable.

Originality/Value: This review identifies various conceptual and research methodological characteristics of DSCM. This paper carried out a review of literature in the field of dairy supply chains management in order to understand the current practices, identify gaps and suggest future research agenda.

Keywords

Dairy Supply Chain Management Practices, Marketing Orientation, Customer Satisfaction, Organisational Performance.

Full Text

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Modeling Demand Chain Management (DCM) Processes for Indian Retailing

Abstract Views :162 | PDF Views:0

Authors

Arun Kumar Deshmukh ¹, Ashutosh Mohan ¹

Affiliations
1 Institute of Management Studies, Banaras Hindu University (BHU), Varanasi, Uttar Pradesh, IN

Source

Journal of Supply Chain Management Systems, Vol 5, No 2 (2016), Pagination: 12-21

Abstract

The study aims at determining the core variables of demand chain management (DCM) which should ideally be the focus of senior management in order to accomplish higher organisational performance through improved supply chain practices. The research follows development survey based on descriptive-analytical research design. It initially involves identification and analysis of influential factors of implementation of DCM practices. Then these variables are organised into interpretive structural questionnaire given to ten experts-five academics and five retail supply chain experts. Subsequently, in order to obtain the enablers and outcomes the factors are analysed using interpretive structural modeling (ISM) methodology. The study concentrates upon identifying the enablers and outcomes of the DCM practices implemented by the retailers in a supply chain. The major findings of the paper are: top management commitment and support in SC is the most significant enabler with the highest driving power i.e., they must be committed to and support the adoption of DCM practices. Besides this, the variables that management must consider significant are collaborative relationship with suppliers, internal integration, coordination, and information management. Further marketing orientation seems to be playing key role as enabler. The novelty of the paper lies in the study of an emerging SC philosophy i.e. DCM and its key practices per se. It has rarely been studied from a theory building perspective hitherto. Moreover, ISM-based approach is applied for the first time to study the DCM practices and its drivers vis-a-vis dependents. The variables possessing higher driving power in ISM needs to be dealt meticulously with on top priority because sooner or later they are going to influence the variables dependent on them.

Keywords

Demand Chain Management (DCM), Supply Chain, Performance, Interpretive Structural Modeling (ISM), Retailing, India.

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