THE EFFECTS OF CUSTOMER AND SUPPLIER CO-ORDINATION ON VALUE CHAIN PERFORMANCE

Abstract

The role of Customer and Supplier in the Value Chain is changing rapidly in the context of Global Competitiveness. Unlike ever before the markets have become competitive and Product life cycle have become short. In view of the new product innovations, open markets and state of the art technology, Customer is more informed and Quality conscious. There is a continuous challenge for the Organizations to re-design the Value Chain for competitive performance. Customer and Supplier Co-ordination play a vital role in facilitating this process. The present article investigates the effects of Customer and Supplier Co-ordination on value chain performance in Indian Retail Industry. Value chain Performance is taken as a composite construct of product quality, product innovation, product flexibility and Product Delivery. The Co-ordination Theory is used to formulate the conceptual model and two sets of related Hypothesis are tested using statistical analysis. Survey Method is used to collect the data from Logistics and Supply chain Managers from Retail Organizations operating in India. The Results have indicated key Coordination areas to improve competitiveness in Indian Retail Sector