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Delivering Performance in Food Supply Chains by G Stevens, C Mena

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8

Aligning marketing and sourcing strategies for competitive advantage in the food industry

D. Chicksand,     Warwick University, UK

A. Cox,     Newpoint Consulting, UK and University of San Diego, USA

Abstract:

In a period of considerable change and uncertainty in food supply chains and markets this chapter demonstrates how the alignment of marketing and sourcing strategies can provide far-sighted firms with an effective way of coping with increased levels of competition. The experience of Pioneer Foodservice (a meat wholesaler in the UK) highlights the potential rewards for companies wishing to develop branded products in the food industry. This chapter also shows the way in which sustainable competitive advantages can be achieved through ...

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