Keywords : Supply Chain

Creative industries value chain: The value chain logic in supply chain relationships

Emilia Madudová

Marketing and Branding Research, 2017, Volume 4, Issue 3, Pages 227-235
DOI: 10.33844/mbr.2017.60236

The purpose of this paper is to provide a deeper look into value chain logic in supply chain relationships in a creative industries value chains. In recent years, value has been recognized as a key factor in better understanding of consumer behavior and gaining a competitive advantage. In a value chain, added value should be defined at every step of the chain. There should be defined activity which adds value as well as the activity that subtracts any value. The total value can be then calculated as the sum of the total value built up all throughout the value chain. Paper mostly analyses creative industries of advertising, architecture, and design. The presented model describes and analyzes the industry participants, value chain processes, support and related environment, and evaluates the relationship of stakeholders. The paper also takes into account the creation of value chain approach that describes the vertical and horizontal linkages. The chain of values represents the coordinated set of kinds of activity which create value for the enterprise, beginning from initial sources of raw materials for suppliers of this enterprise up to the finished goods delivered to the end user including service of the consumer. The value chain conception is important for the identification and development of the enterprise. The value creation activities can be a core competitive advantage which center on fostering relationships with key actors who can derive benefits from each other’s value chain. 

Formulating the supply chain strategy of automotive industry in Iran using balanced Scorecard, System Dynamics, and Game Theory

Ghasem Farajpour Khanaposhtani; Seyyed Shahrokh Jafari; Farhad Ariana; Amir Alaie; Hamed Salimi

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 135-147
DOI: 10.33844/mbr.2017.60460

The current study focuses on the necessity of using strategic planning in supply chain management of an organization in order to apply the opportunities and face the threats through formulating the appropriate strategy by means of game theory and system dynamics. It also studies the Automotive Industry in Iran from four main aspects to implement different strategies. At first, the main variables of supply chain are identified, then causal diagrams are created in the form of feedback relationships. In the next stage, the variables of surface and rate are identified to draw the model of surface and flow; finally, simulation equations for 10 years are presented. Selecting the best mixed strategy as a game with four players has been considered and each player (aspect) can select three strategies. At the end, through the concept of Shapley, the effectiveness of each player in providing utility is measured and by means of decision tree, the best mixed strategy is selected. The results indicated that manufacturers will play the greatest role in the future of Automotive Industry in Iran.