Emerging distribution systems in central and Eastern Europe Implications from two case studies

摘要

Purpose - The purpose of the research is to shed light on the evolution of distribution structures andrnits consequent implications for supply chain management (SCM) in the context of the emergingrnmarkets of Central and Eastern Europe (CEE).rnDesign/methodology/approach - A structured literature review followed by two case studies,rnwhich combine qualitative and quantitative analysis. Mainly in-depth interviews were used, withrncompany sales data analysis in terms of variation and forecast accuracy.rnFindings - It was found that CEE distribution structures are overlapping, and along complexrntraditional structures there exists a possibility for a more direct approach. This modernrnkey-account approach improves supply chain performance, mainly due to echelon elimination andrninformation sharing. The case studies also illustrate that supply chain demand distortionrnoriginating practices create uncertainty in demand, even in the case of modern key accounts. Thernfindings therefore suggest that general SCM approaches of the "West" are evident and appropriaternalso in the "East".rnResearch limitations/implications - Owing to the limited number of case studies, this research isrnconsidered exploratory. The presented two case studies are essentially illustrative examples of therndistribution operations of two international companies in CEE markets.rnPractical implications - For practitioners, the two case studies provide important insight on thernnature of alternative distribution structures in CEE, and what the level of forecast accuracy and therndemand fluctuation may be expected. It is proposed that the emerging opportunities for supply chainrnpartnership development should be carefully reviewed.rnOriginality/value - The paper draws upon real-life data from emerging CEE markets with anrnapproach that is not commonly used in distribution and SCM studies on CEE.