Subscription Supply Chains: The Ultimate Collaborative Paradigm

Robert L. Cook and Robert L. Cook
Additional contact information
Robert L. Cook: Central Michigan University
Robert L. Cook: Central Michigan University

American Journal of Business, 2002, vol. 17, issue 2, pages 37-45

Abstract: Supply chain practitioners have made great strides in forming collaborative partnerships, yet the end consumer is often left out of these plans. Being an important member of the supply chain, we propose that supply chains need to get closer to the end consumer Ð forming collaborative relationships that center around demand planning. Developing subscription relationships with end consumers will lead to increased planning time, which will result in dramatic cost reductions and superior consumer value and satisfaction through lower costs, increased convenience, and improved availability of supply. Being a new and unique strategy, not all consumers will adopt subscription supply chains. However, we argue that some consumer segments will receive tremendous value and satisfaction purchasing certain types of products and services through subscriptions. Tremendous opportunities await those supply chains who target the right consumers, marketing the right products and services through a subscription supply chain.

Keywords: Marketing; supply chains; subscription relationships (search for similar items in EconPapers)
JEL-codes: R00 Z0 (search for similar items in EconPapers)

Downloads: (external link)
http://www.bsu.edu/mcobwin/majb/?p=205 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Access Statistics for this article

More articles in American Journal of Business from American Journal of Business (Formerly Named "Mid-American Journal of Business")
Contact information at EDIRC.
Series data maintained by Judy Lane ().