One size does not fit all : An approach for differentiated supply chain management

Supply chain management (SCM) has developed from an object of operational optimisation into a strategic weapon for distinction from competitors. Dynamically changing and strongly varying customer needs demand a differentiated SCM approach. Supply chain differentiation (SCD) plans and designs supply chains based on customer needs, as increasingly demanded by SCM researchers. Therefore, SCD offers a possibility to increase SCM effectiveness. While practitioners are highly interested in SCD, academia has widely neglected this research area and does not offer an integrated approach. This paper presents a framework for SCD that constitutes the first step in developing a holistic procedure for SCD. Based on a comprehensive literature review, a conceptual framework is derived that integrates relevant decision areas of intra- and inter-organisational SCM. By presenting five case studies, we offer further empirical results concerning SCD and validate the framework.