Managing Logistical Complexity: Agility and Quality in Newspaper Distribution : An Empirical Study of Herenco Distribution AB

University essay from Högskolan i Jönköping/IHH, EMM (Entreprenörskap, Marknadsföring, Management); Högskolan i Jönköping/IHH, EMM (Entreprenörskap, Marknadsföring, Management)



Overtime the execution and control of business activities to meet and even exceed customer satisfac-tion has become an absolute top priority. This is because with an increase in the demand for diverse products and services of quality in unprecedented numbers, there is an automatic injection of complexi-ty into the activities and processes which companies undertake in order to fulfill customer satisfaction. This complexity which could be logistical in nature is usually centered on the provision of quality prod-ucts and services on a timely basis for customer satisfaction. In order to keep this complexity aspect in check while fulfilling customer satisfaction, there is the need to manage the different facets of complex-ity that relate to quality and agility.


The purpose of this study is to understand the managerial actions on the logistical challenges of quality and agility in a Newspaper Distribution Company.


In order to fulfill the purpose, the authors undertook a qualitative-single case study following an induc-tive approach. Interviews were conducted with two managers and these were basically face-to-face in-terviews though we also conducted some of the interviews by phone.


Managing complexity challenges of quality and agility requires the utilization of Total Quality Manage-ment (TQM), Just-in-Time (JIT) and Information flow (IF). Through the utilization of TQM, quality standards are enhanced through continuous improvement and the pursuit of excellence in the activities of the company. JIT as a philosophy helps in the elimination of waste and in the speeding up of processes within a company’s supply chain that result to the timely delivery of goods and services to customers in order to enhance customer satisfaction. Also, Information flow through the aid of diverse technologies such as mobile phones, radio phones, the internet, the World Wide Web, Customer Rela-tionship Management systems, Structured Query Language relational database but also word of mouth transmission have helped in the facilitation of decision making in the company relating to the delivery of quality products and services in an agile or responsive manner for customer satisfaction.

Practical and Theoretical Implication

The attainment of the requisites of agility while maintaining delivery quality may not be sufficient to enhance customer satisfaction. The information in the model provides management with a pathway to follow in solving logistical challenges towards enhancing customer satisfaction. The study offers theory development opportunities.


A model of logistical complexity management was designed for the attainment of customer satisfaction.

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