Finding the True Voice of the Customer inCPGSupply Chains: Shopper‐Centric Supply Chain Management
研究指出消费品供应链中常用的销售点数据可能受非需求因素影响，基于实证数据揭示了这一问题，对供应链管理者和学者有参考价值。
Demand and supply integration is the subject of increasing scholarly attention. The theoretical emphasis on combining market and supply chain data as the basis for strategic and operational decision making is particularly relevant in the context of Consumer Packaged Goods ( CPG ) supply chains, and offers the basis for advancing our understanding and knowledge in this field. Point‐of‐sale ( POS ) data are commonly used as the demand signal in CPG supply chains. Using empirical data, this research demonstrates that POS data can be influenced by nondemand factors. We present a number of issues raised by this finding.