COOPERATION IN SUPPLY CHAIN AND ECR STRATEGY

Year 2012, Volume: 11 Issue: 40, 188 - 204, 01.05.2012

Melih Başkol

Abstract

Supply chain collaboration plays an important role in a company's ability to respond to changing conditions. Having a good supply chain collaboration among independent companies placing in supply chain will provide some benefits for both companies and the end consumer. To establish the supply chain collaboration, companies have to understand the Efficient Consumer Response Strategy. Applying the ECR strategy in a supply chain will develop a robust supply chain collaboration and this will lead to end consumer satisfaction and increasing company profits. In this study,the concepts of supply chain collaboration and its one of the most important strategy -ECR-is examined in a conceptual manner.

Keywords

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TEDARİK ZİNCİRİNDE İŞBİRLİĞİ VE ECR STRATEJİSİ

Abstract

Tedarik zinciri işbirliği bir şirketin değişikliklere yanıt vermesi konusundaki becerisi üzerinde önemli bir rol oynamaktadır. Tedarik zinciri içerisinde yer alan bağımsız şirketler arasında işbirliğine sahip olmak hem şirketlere hem de son müşterilere bazı faydalar sağlamaktadır. Tedarik zinciri işbirliğini oluşturmak için, şirketler Tüketiciye Etkin Yanıt Oluşturma (Efficient Consumer Response,ECR) stratejini anlamak zorundadırlar. Bir tedarik zincirinde ECR stratejisinin uygulanması güçlü bir tedarik zinciri işbirliğini geliştirecek ve bu, son müşteri tatminine ve artan şirket karlılık düzeyine sebep olacaktır. Bu çalışmada, tedarik zinciri işbirliği kavramı ve bu kavramın en önemli stratejilerinden biri olan ECR kavramsal anlamda incelenmektedir.

Keywords

Tedarik zinciri, işbirliği, tüketiciye etkin yaklaşım, kanal ilişkileri, tedarik zinciri yönetimi

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