Bringing Products To Market: Supply Chains Vs. Value Webs

Abstract

Companies scramble to satisfy ever-increasing customer demands for customized products, on-time delivery, and complete order fulfillment. Simultaneously, competition intensifies accompanied by revolutionary changes in the structure of distribution channels. Traditional supply chains are increasingly replaced by integrated supply chains, which, in turn, are challenged by leading-edge value webs. Managers are now faced with a strategic choice: supply chain or value web? Several situational factors – object of organizational focus (i.e., product or customer), type of product offered, target market strategy, organizational competencies, and resource constraints govern the decision.