Demand Supply Network Opportunity Development Processes in Emerging Markets: Positioning for Strategy Realization in Russia

Lorentz H, Ghauri P N. Demand Supply Network Opportunity Development Processes in Emerging Markets: Positioning for Strategy Realization in Russia [J]. Industrial Marketing Management, 2010, 39(2): 240-251.

Posted: 30 Sep 2016

See all articles by Harri Lorentz

Harri Lorentz

University of Turku - Turku School of Economics

Pervez Ghauri

King's College, London; University of Birmingham

Multiple version iconThere are 2 versions of this paper

Date Written: 2010

Abstract

This paper aims to shed light on the management of supply chains, or rather, demand supply networks (DSN) in emerging markets by foreign companies. According to our definition, specific DSN opportunity development processes are directed towards better functionality and coordination of product, finance and information flows across the DSN. As a consequence, improved performance of the DSN may be achieved, in order to support and realize competitive business strategy and facilitate value creation for customers. To illustrate the concepts and the model, empirical evidence is presented that establishes the role of changing network structures and incumbent capabilities as constraints for DSN opportunity capture, especially in emerging markets. Our results show that DSN positioning strategies designed to overcome these constraints and facilitate opportunity capture, must be proactive, well-timed and innovative.

Keywords: Supply chain management, Industrial networks, Opportunity development, Internationalization, Emerging markets, Russia

JEL Classification: L16, F23

Suggested Citation

Lorentz, Harri and Ghauri, Pervez, Demand Supply Network Opportunity Development Processes in Emerging Markets: Positioning for Strategy Realization in Russia (2010). Lorentz H, Ghauri P N. Demand Supply Network Opportunity Development Processes in Emerging Markets: Positioning for Strategy Realization in Russia [J]. Industrial Marketing Management, 2010, 39(2): 240-251., Available at SSRN: https://ssrn.com/abstract=2844545

Harri Lorentz

University of Turku - Turku School of Economics ( email )

Rehtorinpellonkatu 3
TURKU, FI-20500
Finland

Pervez Ghauri (Contact Author)

King's College, London ( email )

Strand
London, England WC2R 2LS
United Kingdom

University of Birmingham ( email )

Edgbaston, Birmingham B15 2TT
United Kingdom

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