Market and collaboration orientations: examining the supply/demand chain effects

Chad R. Allred and Stanley E. Fawcett

International Journal of Business Excellence, 2008, vol. 1, issue 4, 391-417

Abstract: Market success requires a clear customer orientation supported by efficient processes. Yet, the findings from 394 surveys and 51 company interviews show that strong functional orientations promote silo thinking, which leads to counterproductive decision making. The gaps between the customer and supply sides of organisations are particularly pervasive and detrimental. Indeed, the failure to align the supply- and demand-side processes undermines value creation, hindering a company's competitiveness. This research shows that companies can develop a collaboration orientation to mitigate the dysfunctional silo effects. As companies do so, they are able to deliver higher levels of customer value and business performance. The approaches to cultivating such a collaboration orientation are discussed.

Keywords: supply chain management; SCM; demand chain; functional silos; systems thinking; collaboration; customer orientation; value creation; customer value; business excellence. (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=18840 (text/html)
Access to full text is restricted to subscribers.

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

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:1:y:2008:i:4:p:391-417

Access Statistics for this article

More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().