The Importance of Supply Chain Management in Positioning and Creating Brands of Agro-Based Products

The Importance of Supply Chain Management in Positioning and Creating Brands of Agro-Based Products

Aroop Mukherjee (Universiti Putra Malaysia, Malaysia) and Nitty Hirawaty Kamarulzaman (Universiti Putra Malaysia, Malaysia)
DOI: 10.4018/978-1-4666-7393-9.ch005
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Abstract

This case aims to provide information on the importance of supply chain management in creating and positioning of brands of products by companies. Supply chain management entails configuration, collaboration, and coordination. The company that uses only costing for creating brands without resource availability exposes its supply chain to an insufferable risk. Consequently, the company hoping to create its brand in the world market needs to be more resilient in the supply chain process and resources. A strategic and holistic approach to supply chain in collaboration with different companies will help to identify the different strategies, which can be more resilient and efficient supply chain. Supply chain management acts as branding tool and is vital for conveying branded goods to the market in optimal time and cost. The creation of a brand name is linked to management strategies, but persistence and character are possible solely by using supply chain efficiently.

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