Title: A simulation-based method for the design of supply strategies to enter developing markets

Authors: Christian Schwede, Brian Sieben, Yu Song, Bernd Hellingrath, Axel Wagenitz

Addresses: Fraunhofer-Institut fur Materialfluss und Logistik (IML), Joseph-von-Fraunhofer-Str. 2-4, D-44227 Dortmund, Germany. ' Fraunhofer-Institut fur Materialfluss und Logistik (IML), Joseph-von-Fraunhofer-Str. 2-4, D-44227 Dortmund, Germany. ' Fraunhofer-Institut fur Materialfluss und Logistik (IML), Joseph-von-Fraunhofer-Str. 2-4, D-44227 Dortmund, Germany. ' European Research Center for Information Systems and Supply Chain Management, Westfalische Wilhelms Universitat Munster, Leonardo-Campus 3, D-48149 Munster, Germany. ' Fraunhofer-Institut fur Materialfluss und Logistik (IML), Joseph-von-Fraunhofer-Str. 2-4, D-44227 Dortmund, Germany

Abstract: Discrete event simulation is widely applied to support strategic decisions in supply chain design. However, reliable simulation results require highly detailed and precise input data. In many cases, it is costly or even not feasible to gather the required data for the simulation due to the complexity of the situation to be assessed. Furthermore, not all strategically relevant aspects can be considered within a discrete-event simulation of a supply chain. In management science, typologies are commonly being used to support structured and consistent decision making in complex situations. In this paper, we introduce a method that integrates a typology into discrete-event simulation to select appropriate international supply strategies for emerging markets, a field with a high business impact.

Keywords: supply chain design; discrete event simulation; global supply strategies; emerging markets; market entry; supply chain management; SCM; supply strategy; typology.

DOI: 10.1504/IJSPM.2009.032595

International Journal of Simulation and Process Modelling, 2009 Vol.5 No.4, pp.324 - 336

Received: 20 Oct 2008
Accepted: 11 Jun 2009
Published online: 08 Apr 2010 *

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