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Vol 32 - No 05 - July/August 2006 Strategic Merchandising of Supply Networks: A Dynamic Framework Market mediation strategies that allow companies to continuously adjust the delivery process in accordance with actual customer demand have proven valuable for the majority of industries. However, recent research indicates that a pure focus on effectiveness will not on its own allow for improved business performance. To fulfil the complex needs of the customer, a combination of effectiveness and efficiency is required. Unfortunately, the literature related to integration strategies that reaches beyond the individual enterprise, has expanded in such a rate, that there is little or no consistency in its findings. The strategic approach embedded in the Dynamic Framework proposed in this paper, was created to bring clarity in the subject and to construct a consistent integration strategy that can increase competitiveness. The traditional supply chain management concept was combined with the theories of demand chain management and agile supply chain management, to increase the framework’s responsiveness to concurrent customer demand, whilst maintaining its efficiency. An empirical study has been initiated to bring validity to the framework and evaluate its effectiveness in practice. Page number: 22 Word count: 3950 Related Topics: Marketing Supply chain
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