a b s t r a c tWe examine the impact of product variety decisions on an operational measure -unit fill rate -and on sales performance. Results are estimated using weekly data over three years from 108 distribution centers of a major soft drink bottler. Our results show that fill rates are negatively associated with product variety at a diminishing rate. In addition, we examine the total effect of product variety on sales including both the direct effect and the indirect effect through operations performance. The total impact of product variety on sales initially is positive, although at a diminishing rate. However, beyond a certain level, increased product variety actually results in lower sales; that is, "too much of a good thing". Thus, the findings provide a comprehensive understanding of the impact of product variety on operations and sales performance.
O ver the past several decades, the disciplines of marketing and logistics grew apart from their common historical origins as marketing became more behavioral and more quantitative, while logistics leaned toward a more operational orientation. We argue in this editorial that social and technological changes in the past 20 years, coupled with the effects of the COVID pandemic, have created the conditions for the two disciplines to reconnect. We propose that scholars and practitioners consider a consumer-centric approach to supply chain management. Such an approach advocates that the entire supply chain should focus on consumer experience rather than mere customer service and that experiences might include issues such as last-mile delivery, supply chain visibility, and consumer values. We also introduce the papers appearing in this issue of the journal.
Driven by pressures from multiple stakeholders, supply chain transparency (SCT) has emerged as a phenomenon of increased interest. To address concerns about practices and processes at point of origin locations for raw materials in global supply chains, blockchain technology (BCT) has the potential to enhance SCT. Supply chain research has started to advance the field's understanding of SCT, but many questions remain, including how SCT should be conceptualized, how firms can effectively facilitate it, and the benefits of providing it, especially when BCT is utilized. The gaps suggest the need for fundamental theoretical development about the resources and capabilities underlying the development, application, and derived value of SCT. This research designed a case study around a BCT implementation project between a small artisan coffee producer and a startup BCT service provider. Using the resource orchestration perspective, the findings result in theoretical insights about how the mechanisms in structuring, bundling, and leveraging processes operate to offer SCT to stakeholders, and the value creation derived as a result.
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