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• Module overview
• 1. Introduction to supply chain management
  • Introduction
  • 1.1 What is supply chain management?
    • 1.1.1 Supply chain management: The concept
    • 1.1.2 Supply chain management: Evolution
    • 1.1.3 Supply chain management: The search for a definition
    • 1.1.4 Supply chain management: The drivers:
  • 1.2 Technology and supply chain management
  • 1.3 Supply chain management: New business models and challenges
    • 1.3.1 New supply chain business models
    • 1.3.2 Challenges
  • 1.4 Key issues in supply chain management

• 2. Supply chain management and information systems

  • 2.1 Introduction
  • 2.2 Goals of supply chain IT systems
  • 2.3 Supply chain IT goals: Challenges and means
    • 2.3.1 Standardisation
    • 2.3.2 Infrastructure
    • 2.3.3 Electronic commerce
    • 2.3.4 Supply chain management issues and IT
  • 2.4 Integrating the supply chain information systems
  • 2.5 Decision support systems
    • 2.5.1 The characteristics of decision support systems
    • 2.5.2 DSS components
    • 2.5.3 DSS in supply chain management
  • 2.6 Summary

• 3. Logistic network configuration

  • 3.1 Introduction
  • 3.2 The supply chain network
    • 3.2.1 Network design decisions
    • 3.2.2 Design consideration
  • 3.3 Logistics and facility costs in logistics network configuration
  • 3.4 Logistics network design and decision support systems
    • 3.4.1 The supply chain model
    • 3.4.2 Data and a network model
    • 3.4.3 Model and data validation
    • 3.4.4 Solution techniques
  • 3.5 Key features of a network configuration DSS

• 4. Inventory management and risk pooling

  • 4.1 Introduction
  • 4.2 Inventory: Basic concepts
    • 4.2.1 Why hold inventory: Inventory functionality
    • 4.2.2 Inventory related definitions
    • 4.2.3 Inventory related issues
  • 4.3 The inventory policy
    • 4.3.1 Basic inventory decisions and EOQ
    • 4.3.2 Inventory policy under conditions of uncertainty
  • 4.4 Risk pooling
    • 4.4.1 The Square Root Law of Inventory
    • 4.4.2 Centralised versus the decentralised system
    • 4.4.3 Supply chain inventory
    • 4.4.4 Inventory management: Practical issues
  • 4.5 Summary

• 5. Supply chain integration: The value of information

  • 5.1 Introduction
  • 5.2 Information and supply chain integration
    • 5.2.1 The bullwhip effect
    • 5.2.2 The reasons for bullwhip effect
    • 5.2.3 Quantifying the bullwhip effect
    • 5.2.4 Measuring bullwhip effect: The practical issues
    • 5.2.5 Bullwhip effect: Managerial insight
    • 5.2.6 Reducing bullwhip effects
  • 5.3 Effective forecasts and supply chain integration
  • 5.4 Collaborative supply chains and information integration
  • 5.5 Supply chain systems and information integration
  • 5.6 Information and the synchronised supply chain
  • 5.7 Summary

• 6. Supply chain integration: Distribution strategies

  • 6.1 Introduction
  • 6.2 Transportation and distribution
    • 6.2.1 Transport modes
    • 6.2.2 Inbound transportation
    • 6.2.3 Distribution
  • 6.3 Centralised versus decentralised control
  • 6.4 Distribution strategies
    • 6.4.1 Direct shipment
    • 6.4.2 Cross docking
    • 6.4.3 Warehousing and distribution strategies
    • 6.4.4 Transhipment
  • 6.5 Central versus local facilities
  • 6.6 Push versus pull systems
    • 6.6.1 Push systems
    • 6.6.2 Pull systems
  • 6.7 Summary

• 7. Supply chain simulation games:

  • 7.1 Introduction
  • 7.2 The Beer Game
    • 7.2.1 The purpose
    • 7.2.2 The Beer Game scenario
    • 7.2.3 Features and options
  • 7.3 Playing the Beer Game
    • 7.3.1 Beer Game projects
    • 7.3.2 The Beer Game: The learning tool
  • 7.4 The Risk Pooling Game
    • 7.4.1 Playing the Risk Pooling Game
    • 7.4.2 Risk pooling project
  • 7.5 Summary

• 8. Supply chain integration: Strategic partnering

  • 8.1 Introduction
  • 8.2 Strategic partnering
    • 8.2.1 Strategic partnering: A framework
  • 8.3 Supply chain partnership models
    • 8.3.1 Manufacturer and supplier partnership
    • 8.3.2 Strategic partnering with logistics service providers
    • 8.3.3 RSP or retailer supplier partnership
    • 4.3.4 Distributor integration
  • 8.4 Summary

• 9. International issues in supply chain management

  • 9.1 Introduction
  • 9.2 Globalisation and SCM issues
    • 9.2.1 Global business forces
  • 9.3 International supp ly chain - risks and advantages
    • 9.3.1 Risks in international supply chain
    • 9.3.2 Risk management strategies
    • 9.3.3 Risk management framework
  • 9.4 Issues in intern ational supply chain management
  • 9.5 Logistics infrastructure: Regional issues
  • 9.6 Summary

• 10. Product design and supply chains

  • 10.1 Introduction
    • 10.1.1 Matching the supply chain to the product
  • 10.2 Design for logistics
    • 10.2.1 Packaging
    • 10.2.2 Manufacturing: Concurrent and parallel processing
    • 10.2.3 Postponement or delayed differentiation
  • 10.3 Mass customisation and supply chains
  • 10.4 Supply chain is sues and the push-pull boundary
  • 10.5 Summary

• 11. Supply chain management and customer value

  • 11.1 Introduction
    • 11.1.1 The concept of value
    • 11.1.2 Customer service and value
  • 11.2 Supply chain management and customer value
    • 11.2.1 Tailored logistics
    • 11.2.2 Customer value dimensions
  • 11.3 Customer value measures
    • 11.3.1 Customer based measures
    • 11.3.2 Supply chain performance measures
  • 11.4 Information technology and customer value
  • 11.5 Summary

11.2.2 Customer value dimensions

In the context of supply chain management we need to look more specifically at what we understand by value and how the management of services can be configured to generate value to the maximum level possible. Customer service is undoubtedly one of the major elements which determine the value of a product. It is therefore necessary to look at the customer service dimensions. The widely accepted trend is to view customer service in the marketing context under three different headings (Christopher 1997):

• pre transaction elements
• transaction elements
• post transaction elements

These three elements are further expanded below to identify the relevant customer service dimensions in the context of supply chain and logistics management (Christopher 1997).

Pre transaction elements
Written customer service policy:	documented and well articulated policy
Accessibility:	easy to reach and easy to communicate
Organisational culture:	management focus on customer service and organisational structure
System flexibility:	adaptability to meet customer requirement
Transaction elements
Order cycle time:	elapsed time between order and delivery
Inventory availability:	percentage of demand met from stock in hand
Order fill rate:	proportion of order filled within the stated lead time
Order status information:	query response time and exception advise
Post- transaction elements
Availability of spares:	in stock level of service parts
Warranty and product tracing:	warranty handling and product tracing capability
Customer complaint handling:	dealing with complaints and returns

This way customer service can be viewed as an important front end element for value creation. However, customer service should not, of itself, be equated with 'value' in this context.

In the context of supply chain management, the value concept has to extend to all channel members in order to create an winning supply chain. In the previous chapter we saw examples of lean and agile supply chains and the concept of leagile supply chains. If you refer to that chapter you will notice that the concept of lean supply chains is based on removal of wastes from the system. Taking the example of Toyota , we see that this can result in a product which is of high quality and which can be provided at a minimum cost to the consumer. If you look at the value dimensions of this approach, these are the cost and quality of the product. In contrast, BMW or Rover has adopted a different 'value' creation approach by offering their customers customised cars. The value here is the personal satisfaction of owning an unique and personalised car, albeit at a higher price. These examples demonstrate how the 'value' of a product is the result of a unique combination of many different attributes.

Table 11.1 Value proposition of lean and agile automotive supply chains

Value proposition:
Toyota	BMW/Rover
Quality	Personal design
Cost	Cost
Customer service	Quality
	Customer service
Readily available stock	Must wait for delivery

We know how these two different supply chain types require implementation of different system wide strategies to generate value for their particular markets and particular market segments. This is an example of the critical relationship between customer value and supply chain systems.

In your text

Read Section 10.2 .

The above section deals with the concept of dimensions of customer value in a generalised way and the contents essentially expand our foregoing discussion. You will notice that the various dimensions mentioned in the text, including brand, product availability, choice of design, price and value-added service all have implications on supply chain design and management strategies.

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