Order promising/fulfillment and customer/channel collaboration in supply chain management

Abstract

This research investigates the order promising and fulfillment and customer and channel collaboration functions of a company. In addition to presenting more precise definitions, we identify and analyze current and emerging innovative practices in these two functions implemented by leading companies across nine industries, namely aerospace, apparel, automobile, computer, consumer packaged goods, petroleum, pharmaceutical, retail, and telecommunication. Based on our analysis, we propose a framework for categorizing order promising/fulfillment and customer/channel collaboration business models and strategies as well as future trends. Significance of integration of these two functions is also analyzed. Finally, we present guidelines for companies to optimize their operations vis-à-vis Customer and Demand management and prepare themselves for business success as far as into the year 2020.