Donald J. Bowersox

Lean Launch: Managing Product Introduction Risk Through Response‐Based Logistics

New product launch research has identified four strategic issues that involve activities essential to introduce a new product to its target market. The sum of these decisions is critical to new product success. Substantial research has focused on decisions guiding the proper product, price, and promotion mix to favorably impact market goals. Considerably less research has centered on determining how place capabilities such as logistics and supply chain relationships impact launch performance. Logistics and supply chain collaboration—the processes involved in planning, implementing, and controlling the efficient, effective flow and storage of goods, services, and related information from the point of origin to point of consumption for the purpose of conforming to customer requirements—can greatly reduce risk associated with new product launch. They combine to provide a structure to facilitate rapid response to developing demand by location and intensity. In this article, an effort is made to fill the gap in extant knowledge regarding new product launch strategies by reviewing relevant literature and comparing traditional launch strategies based on anticipatory demand forecasts with alternative lean launch strategies based on the principles of response-based logistics. The result is a lean launch model for continued empirical testing and managerial review. The article contrasts traditional logistics support of new product launch with an emerging logic called lean launch strategy. The traditional launch strategy is forecast driven and is based on anticipatory logistics (push). The lean launch strategy is formulated on principles of postponement and is based on response-based logistics (pull) and supply chain management. Response-based logistics systems provide flexibility that enables better management of inventory levels. Improved replenishment times and in-stock availability of products from a centralized inventory allows managers to rapidly react to actual demand. Lean launch enhances successful introduction by allowing greater flexibility in product variant selection while minimizing out-of-stock potential. Lean launch also can cut losses in product launch failures by reducing launch inventory exposure. Finally, lean launch can improve chances of new product success by helping limited volume technical successes achieve profitability.

The Integration of Marketing Flows in Channels of Distribution

A long‐standing and important concept in marketing is the existence of flows in the channel of distribution. Various channel strategies related to flow separation, postponement, and acceleration have been described separately in different parts of the marketing literature. This article attempts to integrate and relate these concepts in both a managerial and theoretical manner. Building on order penetration points and a network paradigm, the concepts are systematically integrated. Specific managerial tools such as a network planning matrix and mathematical network analysis are also presented. The need to integrate marketing flows for achieving customer satisfaction is highlighted. By linking separate flow strategies, channel performance can be leveraged for competitive advantage.

Planning Physical Distribution Operations with Dynamic Simulation

Considerable management attention has focused on system redesign and operational improvement in traditional physical distribution practices. Management’s primary concern in this area has been the increased complexity, cost, and importance of quality customer service in modern marketing. (1) This article reviews a dynamic simulation model, LREPS (Long-range Environmental Planning Simulator), which is capable of simulating the physical distribution system of a manufacturing firm engaged in national distribution of packaged goods. The model’s purpose is to assist management in physical distribution system design.

Logistics Leadership – Logistics Organizations of the Future

Reports on recent research on “leading edge” firms, which shows that logistics plays an important role in a firm′s competitiveness. Details the evolution of advanced logistics management, analyses the essence of logistical leadership and outlines likely characteristics of the leading logistics organizations of tomorrow. Suggests that leading firms use logistical competence strategically to realize competitive advantage. Sophisticated solutions are required and information has come to play a vital role in this regard.

Brazilian logistics: a time for transition

Este artigo descreve as dimensoes da logistica usadas por empresas de classe mundial para diferenciar suas capacidades em relacao aos concorrentes. Estas dimensoes, que tem sido identificadas por meio de pesquisa internacional, produzem empresas com excelencia logistica. Tais dimensoes sao aqui apontadas e descritas. Usando estas dimensoes como base, o artigo desenvolve as implicacoes para os gerentes de logistica brasileiros ao serem requisitados para a transicao a um nivel de classe mundial de desempenho logistico.

Achieving and Maintaining Logistics Leadership: Logistics Organisations of the Future

Attributes of leadership in logistics management today are reviewed and likely characteristics of leading logistical organisations of the future are suggested. Leading firms will continue to rely on sophisticated solutions and development of unique competences to gain differential advantage. The essence of these sophisticated solutions will be information.

An Examination of North American Leading Edge Logistics

Logistical practices of North American manufacturers, wholesalers, retailers, and logistical service providers are examined in a broad-based survey conducted by Michigan State University researchers. The characteristics and strategies of logistically excellent firms are profiled.

Dix tendances directrices qui vont révolutionner la gestion de la chaîne logistique

Dans cet article, les auteurs analysent l’évolution des grandes tendances dans la gestion de la chaîne logistique et font le point sur la position actuelle des entreprises par rapport à ces tendances. Ils indiquent aussi les changements et les transformations qui doivent s’opérer pour permettre aux entreprises de s’adapter à cette évolution.