Supply Chain Responses in a Consumer-Centric Marketplace
Supply Chain Responses in a Consumer-Centric Marketplace [SR-734]
For the past several years, the Institute for the Future (IFTF) and the Peppers and Rogers Group (PRG) have explored two important trends: the growing influence of sophisticated consumers in shaping marketplace dynamics and the impact of rapidly growing information networks on new business opportunities and business–consumer interactions. In the Consumer Direct program, we have explored the evolving direct-to-consumer market and the opportunities it presents for businesses to leverage interactive channels and build one-to-one relationships with consumers. To this end, we have conducted extensive consumer research to identify the key drivers of the consumer-centric marketplace, their role in transforming the supply chain into a demand network, and some of the barriers to this transformation.