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Delphi-based strategic issue management: crafting consumer goods supply chain strategy

Bernadette Förster (EBS Business School, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany)
Jonas Keller (EBS Business School, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany)
Heiko A. von der Gracht (EBS Business School, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany)
Inga-Lena Darkow (Department of Business Studies and Economics, University Bremen, Bremen, Germany)

International Journal of Physical Distribution & Logistics Management

ISSN: 0960-0035

Article publication date: 27 May 2014

2560

Abstract

Purpose

Consumer goods supply chains (SCs) are characterized by continuously changing customer trends. Early detection of these trends is crucial for deriving successful long-term SC strategies. The purpose of this paper is to present a systematic process to support decision makers in assessing future-relevant issues and developing strategies.

Design/methodology/approach

In order to contribute to the quality of long-term decision making for SC strategy, we combine strategic issue management (SIM) and corporate foresight methodology. The authors develop a procedure that integrates the Delphi technique and SIM to empirically demonstrate how “Delphi-based SIM” can support SC strategy development.

Findings

The paper demonstrates how to craft a strategy for consumer goods SCs supported by Delphi-based SIM. The authors are able to include and evaluate uncertain and ambivalent future developments. Pertinent strategic issues for the consumer goods SC include: consumer demographics, automated ordering, city supply, and concept stores. For the reference company, five different strategic paths were created and evaluated.

Practical implications

It is challenging for companies to be well prepared for dynamic business environments and to successfully establish a robust SC strategy. The authors develop a systematic Delphi-based SIM for detecting and evaluating signals and integrating them into SC strategy development.

Originality/value

To date, a structured approach to integrate uncertain and ambivalent issues into SC strategy development is missing. With SIM and corporate foresight, the authors provide novel methods for strategy development in the consumer goods SC.

Keywords

Acknowledgements

The content of this publication is partly based on work of the joint research project “Competitiveness Monitor,” funded by the German Federal Ministry of Education and Research (project reference number: 01IC10L18 A) in the course of its leading-edge cluster logistics initiative. In addition, the authors would like to thank Procter & Gamble (P&G) Germany for their sponsorship and valuable advisory as well as the House of Logistics and Mobility (HOLM), in particular Dr Stefan Walter, for providing the platform for supply chain dialogues and strategic conversations. Further the authors would also like to thank all participants of the 17th International Symposium on Logistics (ISL) in Cape Town, South Africa, for the fruitful discussions and suggestions on the research endeavor. The authors also greatly appreciate the support of the Delphi panelists, Philipp Ecken, and Janice Magel.

Citation

Förster, B., Keller, J., A. von der Gracht, H. and Darkow, I.-L. (2014), "Delphi-based strategic issue management: crafting consumer goods supply chain strategy", International Journal of Physical Distribution & Logistics Management, Vol. 44 No. 5, pp. 373-391. https://doi.org/10.1108/IJPDLM-09-2012-0289

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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