External Requirements and Internal Enablers in the Responsive Supply Chain Management : A Case Study of Nike’s Responsive Supply Chain

University essay from Jönköping University/IHH, Centre of Logistics and Supply Chain Management (CeLS); Jönköping University/IHH, Centre of Logistics and Supply Chain Management (CeLS)

Abstract: Background: Responsive Supply Chain (RSC) has been in the middle of attention nowadays, companies invest massively in their supply chains to adapt to dynamic changes in the market. Examples of prominent changes are technological advances and digitalization happening across various supply chain channels. Almost all businesses and managers are now challenged to build a RSC that better copes with these changes. Therefore, it is essential to explore the external requirements in the market that push business towards adopting a RSC strategy. Along with external requirements, internal enablers are also defining how efficiently supply chain are capable of implementing such a strategy.   Purpose:                     The purpose of this thesis is to analyze the external requirements of a responsive supply chain strategy. Furthermore, it will investigate the internal enablers necessarily to efficiently respond to those external requirements, and finally explore the challenges managers encounter while implementing a RSC model.   Method:   A qualitative method has been performed through a single case study analysis. Semi-structured interviews with different managerial levels are conducted to collect data from Nike, as a main research case. A content analysis method has been used to develop an adaptive model in order to fulfil our research purpose.   Conclusion: Our analysis showed that consumer behavior and social media played a significant role as external requirements. Change management is a key internal enabler for Nike to adapt their current set-up to further develop their responsive strategy. Information technology, resistance to change and trends in the market are amongst the key challenges while building a RSC model.

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