A Case Study Approach for Understanding Supply Chain Orientation in Indian Pharmaceutical Firms

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A Case Study Approach for Understanding Supply Chain Orientation in Indian Pharmaceutical Firms

TOPIC AREA: OPERATIONS AND SUPPLY CHAIN MANAGEMENT

Authors: Dr. J Shanmugan, Dr. Sajal Kabiraj

Email: jshanmugan@skylineuniversity.com, skabiraj@skylineuniversity.com

Address: Faculty Block 2, Skyline University College, P.O Box 1797, University City of Sharjah, Sharjah, UAE
Tel: 06 5441155 Ext 234, 219

A Case Study Approach for Understanding Supply Chain Orientation in Indian Pharmaceutical Firms

ABSTRACT

Supply Chain Orientation is defined as the recognition by a company of the systematic, strategic, implications of the activities and processes involved in managing the various flows in a supply chain. Thus, a company possesses
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A market orientation requires a firm to redefine the roles of each function within a firm. Narver and Slater (1990) argued that a seller’s creation of each value for buyers is analogous to a symphony orchestra in which the contribution of each subgroup tailored and integrated by a conductor. Thus in addition to traditional activities, marketing should perform a guiding and coordinating role to make sure that the rest of company delivers on customers’ expectations and its promise (Kotler1997). In other words, a market orientation becomes instrumental in coordinating the activities of all departments, with the marketing function playing a pivotal role in success of the firm because everyone is involved in marketing activities. Thus a market orientation forces a firm to restructure its organization system. As inter functionally coordinated function action prevails within a firm and the responsibilities of each function are redefined, the boundaries between each function become blurred.

Kotler (1997) proposed that a firm should consider managing a set of fundamental business processes, rather independent functional departments, to create more efficient and effective responses to fulfill customer satisfaction. A market orientation brings superior business performance to the firm. Research has found empirical evidence of positive relationship between

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