Streamlining Operations: Supply Chain Management in OBM

Young Won Park (), Geon-Cheol Shin () and Kyung-Soo Lee ()
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Young Won Park: Saitama University
Geon-Cheol Shin: aSSIST University
Kyung-Soo Lee: COSMAX

Chapter Chapter 7 in Original Brand Manufacturing Business Model, 2025, pp 113-132 from Springer

Abstract: Abstract This chapter explores how supply chain management (SCM) has evolved into a core strategic function in Original Brand Manufacturing (OBM), where speed, innovation, and customer experience define market success. Unlike traditional OEM models focused on cost and efficiency, OBM supply chains must integrate branding, sustainability, and digital intelligence. They act as value-creating ecosystems, enabling product differentiation, rapid prototyping, ethical sourcing, and omnichannel delivery. Through the case of COSMAX and its partnership with Olive Young, the chapter examines how digital technologies, decentralized operations, and co-innovation networks drive responsiveness and resilience. Key features of OBM supply chains include real-time data analytics, AI-driven forecasting, blockchain traceability, and circular economy integration. The chapter also analyzes how strategic sourcing, dual-track models, and partnership ecosystems enhance agility and mitigate global risks. As regulatory pressures and consumer expectations grow, OBM firms must embed ESG principles and invest in organizational capability across the supply network. Ultimately, supply chains are not just logistical infrastructures—they are platforms for brand amplification, collaborative innovation, and long-term competitive advantage. Firms that view SCM as a strategic lever—rather than a cost center—will be best positioned to lead in the dynamic, global OBM landscape.

Date: 2025
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DOI: 10.1007/978-981-95-0253-0_7

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