Demand Management in Fresh Food Value Chains: A Framework for Analysis and Improvement

Fearne, Andrew and Taylor, David H. (2009) Demand Management in Fresh Food Value Chains: A Framework for Analysis and Improvement. Supply Chain Management: An International Journal, 14 (5). pp. 379-392. ISSN 1359-8546. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Purpose – The purpose of this paper is to highlight the problems with demand management in fresh food value chains and to propose a framework for demand analysis and improved demand management. Design/methodology/approach – The paper draws on empirical evidence from multiple case studies undertaken in the UK food industry. Findings – Evidence from the case studies indicates a consistent misalignment of demand and supply, due to demand amplification, poor production systems and inconsistencies with information and data handling procedures. Research limitations/implications – The case study evidence is limited to the UK context and is therefore unlikely to be representative of the global situation in fresh food value chains. The proposed framework is based on the case study evidence but has not been formally tested. Practical implications – More collaboration, information sharing and joint planning from primary production through to retailing is critical if fresh food value chains are to function efficiently and effectively in retail environments where promotional activity creates significant uncertainty. Originality/value – Demand management has received little attention to date, outside the industry framework of ECR. This paper is the first to propose a framework for improvement based on greater collaboration and joint planning that extends beyond the retailer-manufacturer interface.

Item Type: Article
Uncontrolled keywords: Demand management; Fresh foods; Value chain; Supply chain management; United Kingdom
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Jennifer Knapp
Date Deposited: 19 May 2010 14:48
Last Modified: 06 May 2014 14:16
Resource URI: (The current URI for this page, for reference purposes)
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