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Value Innovation and Demand Chain management keys to future sucess in the fashion industry.pdf1.78 MBAdobe PDFView/Open
Title: Value Innovation and Demand Chain Management - keys to future success in the fashion industry
Authors: Ericsson, Dag
Sundström, Malin
Department: University of Borås. School of Business and IT
University of Borås. School of Engineering
Issue Date: Dec-2012
Citation: Special edition - Sustainability and innovation in the fashion field
Journal Title: The Nordic Textile Journal
ISSN: 1404-2487
Volume: 1
Pages: 83-90
Publisher: CTF
Media type: text
Publication type: article, peer reviewed scientific
Keywords: added value
distribution economy
demand chain management
demand networks
consumer behavior
Subject Category: Subject categories::Social Sciences::Economics and Business
Subject categories::Engineering and Technology
Subject categories::Social Sciences Interdisciplinary
Research Group: Swedish Institute for Innovative Retailing
Area of Research: Handel och IT
Strategic Research Area: Business and IT
Abstract: Value innovation is a key in developing competitive advantage in most industries. Value innovation is both related to the physical products and accompanying value-adding services. Logistics has evolved from an order qualifier – that is a necessity – to an order winner. Increased focus on the consumer and co-creation with the consumer as a vital partner lead to alignments and rethinking of the channel structure. The supply chain evolves into a demand chain! Deeper knowledge about the why, how, and when of consumer buying behaviour is a main ingredient in demand chain thinking, and the starting point in designing and developing segmented demand chains in the fashion market. These chains are built on partnership and trust oriented relationships. The game of power is increasingly replaced by the game of trust. This is a necessity when the competition shifts from rivalry between companies to rivalry between chains. In this position paper we discuss visions of the fashion future, and how to develop innovative concepts that deliver added value to the consumer. The “old school” of distribution economy, and the concept of convenience, are the basic theoretical grounds, and we argue that innovations could be reached when investing in consumer insights and closer relationships in the demand chain.
Sustainable development: sustainable development
Appears in Collections:Artiklar och rapporter / Articles and reports (Business Administration)

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