| Title |
Study on manufacturer-dealer relationships for strategic alignment |
| ID_Doc |
68618 |
| Authors |
Kumar, CVS; Hemanth, S; Routroy, S; Mishra, RK |
| Title |
Study on manufacturer-dealer relationships for strategic alignment |
| Year |
2019 |
| Published |
Journal Of Global Operations And Strategic Sourcing, 13, 1 |
| DOI |
10.1108/JGOSS-04-2019-0031 |
| Abstract |
Purpose Dealers positioned at the downstream of the supply chains are those who can directly influence demand scenario for the manufacturer. However, manufacturer has to ensure that the influence is favorable by competitively fulfilling the anticipations of the dealers. In this regard, the purpose of this paper is focused on developing sustainable strategic relationships between manufacturer and dealer. Design/methodology/approach In this paper, the basic requirements of the dealers expected to be fulfilled by a manufacturer are analyzed by applying fuzzy Analytic Hierarchy Process and fuzzy Quality Function Deployment. The said approach is implemented in a case situation of a paint manufacturing company in India, and the results are analyzed to provide directions for the company to strategically align manufacturer-dealer relationships. Findings It was found that the case company has to focus mainly on promotions and advertisements, painters meet, and recognition offered to the dealers. Although pricing was also considered as one of the prominent aspects yet through competitive assessment the case company was found to be better off compared to its competitors. Originality/value The application of proposed approach assists a manufacturer to pursue right strategy to practice for achieving dealer attractiveness and satisfaction. This will definitely help the supply chain managers to have the right requirements of the dealers' are fulfilled on priority. |
| Author Keywords |
Fuzzy analytic hierarchy process; Quality function deployment; Business improvement; Both; Manufacturer-dealer relationships; Paint supply chains |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Emerging Sources Citation Index (ESCI) |
| EID |
WOS:000512173900001 |
| WoS Category |
Management |
| Research Area |
Business & Economics |
| PDF |
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