Version 1
: Received: 21 June 2024 / Approved: 24 June 2024 / Online: 24 June 2024 (08:44:13 CEST)
How to cite:
Holloway, S. How Supply Chain Innovations Drive Marketing Differentiation: A Qualitative Analysis of Consumer Goods Companies. Preprints2024, 2024061613. https://doi.org/10.20944/preprints202406.1613.v1
Holloway, S. How Supply Chain Innovations Drive Marketing Differentiation: A Qualitative Analysis of Consumer Goods Companies. Preprints 2024, 2024061613. https://doi.org/10.20944/preprints202406.1613.v1
Holloway, S. How Supply Chain Innovations Drive Marketing Differentiation: A Qualitative Analysis of Consumer Goods Companies. Preprints2024, 2024061613. https://doi.org/10.20944/preprints202406.1613.v1
APA Style
Holloway, S. (2024). How Supply Chain Innovations Drive Marketing Differentiation: A Qualitative Analysis of Consumer Goods Companies. Preprints. https://doi.org/10.20944/preprints202406.1613.v1
Chicago/Turabian Style
Holloway, S. 2024 "How Supply Chain Innovations Drive Marketing Differentiation: A Qualitative Analysis of Consumer Goods Companies" Preprints. https://doi.org/10.20944/preprints202406.1613.v1
Abstract
This qualitative research investigates how supply chain innovations drive marketing differentiation in consumer goods companies. In a competitive global marketplace, firms are increasingly leveraging advanced supply chain management (SCM) practices to enhance operational efficiency and create distinctive market positions. The study explores five key supply chain innovations—digitalization, sustainability practices, predictive analytics, agile supply chain models, and collaborative partnerships—and their impact on marketing differentiation strategies. Data were collected through semi-structured interviews with 20 executives and managers from leading consumer goods companies, analyzing themes related to innovation adoption, challenges, and outcomes. Findings indicate that digital technologies such as IoT, AI, and blockchain are pivotal in improving supply chain visibility, optimizing inventory management, and enabling real-time decision-making, thereby supporting personalized customer experiences and agile responses to market dynamics. Sustainability practices, including sustainable sourcing and green logistics, emerge as critical drivers of brand reputation and consumer trust, aligning with growing consumer preferences for eco-friendly products. Predictive analytics facilitate better demand forecasting and pricing strategies, while agile supply chain models enhance flexibility and responsiveness in delivering products faster to market. Despite benefits, challenges include integrating innovations with legacy systems, managing resistance to change, and addressing data security concerns. Strategies for overcoming these barriers include leadership commitment, cross-functional collaboration, talent development, and strategic partnerships. By embracing these strategies and innovations, consumer goods companies can strengthen their competitive positioning, enhance customer satisfaction, and achieve sustainable growth in a rapidly evolving marketplace.
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
