ABSTRACT
Supply chain strategy is the collaborative response to customer demand by multiple firms in the supply chain working together to coordinate the delivery of products and services to the end customer. The strategy adopted by the focal firm is usually driven by the type of product, patterns of demand, customer requirements and any associated risks which may delay delivery by the supply chain. There are many strategies to choose
from, however, including lean, agile, ‘leagile’ and mass customization, as well as an array of enabling technologies such as radio frequency identification, enterprise resource planning and flexible manufacturing. This chapter starts by clarifying the similarities and differences between the concepts of supply chain and supply network management. It examines the thinking behind some of the best-known examples of traditional supply chain strategy and how supply chains are affected by issues such as transparency, risk and disintermediation. The chapter concludes with a discussion around closed-loop supply chains and the real life case of a carpet manufacturer who has embarked on a cradle-to-grave implementation programme involving both customers and suppliers.
