The Supply Chain Management, Factor for the Creation of Customer Value: Large-Sized Business in Morocco as a case Study

Abstract

Supply Chain Management is “value creator”; but, What is Supply Chain Management? Is it a phenomenon of fashion or, on the contrary, an issue of management strongly rooted in its environment? How can Supply Chain Management create value? What value are we talking about? For whom? And how to evaluate it? The cross-cutting and multi-stakeholder nature of these “new” inter-organizational practices makes these issues complex. Indeed, the real value creation potential for the company lies in its ability to manage the interfaces with its various partners and its ability to extract value from both the physical chain of value creation and the virtual channel. The purpose of this research is to understand, in an empirical way, the contribution of Supply Chain Management in terms of creating customer value (customer capital). Accordingly, this research aims to improve the understanding of the notion of Supply Chain Management and its strategic role, in order to enlighten the leaders seeking to improve their customer value and consequently their competitive advantage. For this, a framework of theoretical and qualitative exploratory analysis of our research problem is provided. Subsequently, a quantitative, causal and explanatory study is developed to test our research hypotheses.