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2012/2013  KAN-SCM_SE62  Consumer Driven Supply Chains

English Title
Consumer Driven Supply Chains

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Course period Spring
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Jesper Aastrup - Department of Marketing
Main Category of the Course
  • Supply Chain Management and Logistics
Last updated on 09-07-2012
Learning objectives
Aim of the course
Students will receive insight into the inter-organisational management of supply chains mainly in the fast moving goods industry. The main focus is on the theory and practice concepts, structures, network relationships and collaborative processes in the grocery industry which is known as Efficient Consumer Response, Collaborative Planning, Forecasting and Replenishment as well as Collaborative Marketing and Category Management. The course is embedded in a real life business setting with companies from the involved industry. Due to the collaborative needs, sociological and psychological theories will be applied.

From a learning (cognitive) perspective, upon course completion, the individual student should be able to demonstrate knowledge on the logistics function, activities and processes in retail supply chains. The goals of this course in relation to what the students will achieve on completion are that students: a) can recognise specific supply chain and marketing problems of the retail sectors and especially the fast moving consumer goods industry both at strategic and operational levels; b) will be able to specify and to identify the most important design criteria and components for retail specific supply chain management; c) are well versed in the most common Efficient Consumer Response (ECR) terminology and d) are aware of the most prominent dilemmas posed in ECR.
Consumer Driven Supply Chains :
Type of test Written Exam
Marking scale 7-step scale
Second examiner No second examiner
Exam period April and August
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below

Individual 4 hours cased based written exam with helping aids.

Course content

Efficient Consumer Response (ECR) is an Industry-Initiative to reengineer the way business is done in the industry by implementing cooperative strategies between retailer and manufacturer to fulfil consumer wishes better, faster and at less cost. This could be interpreted as the attempt of channelling information, organisation and management to a seamless or borderless supply chain. Some of the central issues of the course are: The concepts of supply chain management within the retail sectors, ECR, grocery industry and fashion industry; collaborative planning, forecasting and replenishment, partnering strategies in the retail supply chain, On-Shelf-Availability, Category Management, power and trust controvercies and In-Store logistics.

Teaching methods
Theoretical lectures in combination with exercises and cases. Theoretical lectures aim to frame relevant concepts in supply chain planning and controls and to introduce students to tools and methodologies for design, and planning. Cases and exercises train students in the application of the concepts and methodologies. The teaching method will ensure students involvement and participation. This is achieved by the use of cases, exercises and in class assignments.
Expected literature

Fernie, J./Sparks, L. (eds.) (2009): Logistics & Retail Management, 3rd edition, Kogan Page

Reading list of scientific articles, eg:

Aastrup, J., Kotzab, H., Grant, D., Teller, C. & Bjerre, M. (2008): A model for structuring efficient consumer response measures, in: International Journal of Retail & Distribution Management, 36, 8, 590-606

Buzzell, R. & Ortmeyer, G. (1995): Channel partnerships streamline distribution, in: Sloan Management Review, 36, 3, 85-96

Fernie,J and Corcoran,L (2011) Responses to out-of-stocks and on-shelf availability in UK fashion retailing. International Review of Retail, Distribution and Consumer Research, 21 (4) pp 309-322 

Kumar, S (2008): A study of the supermarket industry and its growing logistics capabilities. International Journal of Retail & Distribution Management. Vol 36, no 3, pp 192-211.

Dupre, K. and Gruen, T.W. (2004): The use of category management practices to obtain a sustainable competitive advantage in the fast-moving-consumer-goods industry. Journal of Business & Industrial Marketing, vol 19., no. 7, 444-459

Dussart, C (1998): Category Management: Strengths, Limits and Developments. European Management Journal, 16 (1)

Corsten, D & Gruen, T (2003): Desparately seeking shelf availability: an examination of the extent, the causes, and the efforts to address retail out-of-stocks. International Journal of Retail & Distribution Management, 31 (12), pp 605-617.

Hingley, MK (2005): Power to all our friends? Living with imbalance in supplier–retailer relationships. Industrial Marketing Management, 34, 8.

Last updated on 09-07-2012