The use of transnational supply chains has been perceived as the “mantra for success” in the ear of globalisation, changing customer demographics and demand. The fast-moving customer goods (FMCG) industry has also joined this bandwagon, along with other industries, such as the high-technology industry, in order gain competitive advantage. However, the trade regimes of developing (emerging) economies have played a significant role in establishing the context for the supply chain originating in a particular country, and therefore in containing the foreseen benefits accruing from supply chains becoming a transnational process. This thesis was focused on identifying issues within selected transnational FMCG supply chains origination in India and South Africa. It also identified the steps that supply chain managers were taking to address these issues. It also proposed a framework for supply chain operating model to address the identified issues. The research used a combination of analytical models to investigate the different aspects of the various transnational supply chains. To examine the underlying aspects of the various FMCG supply chains, a typology model in conjunction with an operational model, a financial model and a governance model were used. Supply chain operations reference (SCOR), an operational analytical model, was used extensively on this thesis. Detailed typology and process flow maps specific to transnational FMCG supply chains were also developed. The collective case study approach was used as the research methodology. A total of four cases spanning two countries – India and South Africa – and dealing with two product segments (packaged food and personal care products) were studied. Data for the study was collected thorough primary sources (in multiple face-to-face interviews) and secondary sources (from case-specific documents and reports). After the data was analysed, it was found that the various supply chains in the FMCG industry displayed similar typologies and issues, some of which were unique to each country. The typology of the transnational supply chains for all four cases was very similar in terms of their distribution structure setup, product life cycle, sourcing models combination, customer relations, marketing methods and degree of globalisation. However, in both countries, the supply chain issues identified in the personal care segment, such as product proliferation and supplier unreliability, were different from those identified in the packaged food segment, such as strict food-related regulatory laws and greater manufacturing complexities. Some of the typical issues affecting local supply chains, such as the bullwhip effect and lower supply chain adaptability, were not evident in the transnational supply chains. The steps supply chain managers were taking to address these issues, such as standardising processes and implementing new technology, were found to be similar in all cases. However, in India, supply chain managers were also focusing on government initiatives, establishing contracts with suppliers and customers, and implementing supply chain policies, while in South Africa they were also focusing on improving supply chain skills, improving branding in transnational markets and implementing foreign exchange controls. The overall conclusion was that there was considerable potential for achieving competitive advantage by setting up transnational supply chains, provided that the problems identified within transnational supply chains were adequately addressed by supply chain managers. However, in some scenarios, the steps taken in terms of available best practice models results in further set of issues arising. The identification of the issues facing supply chain managers and the development of a framework of operating model to address the identified issues with transnational FMCG supply chains were the most significant contributions of this research study.

AbstractTitleValue Creation of Mobile CouponsBackgroundCoupons have been around for years in traditional paper form where they have for instance been found in grocery stores located directly by the product they offer a discount on. Lately, mobile phones have come to play a greater part of our lives where they are also getting integrated into activities we conduct. This has been of interest for the fast moving consumer goods (FMCG) industry where integration of the mobile phone has arisen to a new phenomenon: mobile coupons that can be transmitted to the mobile phone instead of using traditional paper coupons.PurposeThe purpose of this paper is to examine if and how mobile coupons can create value for Kuponginlösen and its partners.MethodEmpirical data has been collected through interviews, which in turn have been analyzed with a theoretical framework consisting of the Business Model by Amit and Zott (2001).ResultsMobile coupons provide value, not just for Kuponginlösen, but also to its partners consisting of FMCG manufacturers, convenience store chains, food chains, DLF, Mobilab, and GS1. Mobile coupons are an efficient way of distributing offers and complement traditional coupons. Although the popularity of mobile coupons will continue to increase significantly, as for today, they account for a small part of the total coupon market in Sweden.KeywordsMobile coupons, value creation, Kuponginlösen, FMCG industry, m-commerce / AbstraktTitelMobila kupongers värdeskapandeBakgrundKuponger har funnits i åratal i traditionellt pappersformat där de exempelvis funnits i livsmedelsbutiker vid produkter de ämnar rabattera. På senare tid har mobiltelefoner blivit en viktigare del i våra liv där de även integrerats i de aktiviteter vi utför. Detta har varit av intresse för livsmedelsbranschen där integration av mobiltelefoner har lett till ett nytt fenomen: mobila kuponger som kan skickas till mobiltelefonen istället för att använda sig av traditionella kuponger.SyfteSyftet med denna uppsats är att undersöka om och hur mobila kuponger kan skapa värde för Kuponginlösen och dess partners.MetodEmpirisk data har inhämtats genom intervjuer som i sin tur har analyserats med hjälp av modellen ‘the Business Model‘ av Amit och Zott (2001).ResultatMobila kuponger skapar värde, inte bara för Kuponginlösen, utan även för dess partners som består av livsmedelstillverkare, snabbköpskedjor, livsmedelskedjor, DLF, Mobilab och GS1. Mobila kuponger är ett effektivt sätt att distribuera erbjudanden och de kompletterar traditionella kuponger. Även om populariteten av mobila kuponger kommer att öka signifikant utgör de i dagsläget en liten del av den totala kupongmarknaden i Sverige.NyckelordMobila kuponger, värdeskapande, Kuponginlösen, livsmedelsindustrin, mobil handel

This thesis investigates employee attitudes to corporate citizenship (CC) and the impact on employer brands. It addresses the practice of CC in the German FMCG industry, considers employee understanding of CC, and examines which CC initiatives influence perceptions of employer brands. The research is driven by the dual challenges of sustainable development and the ‘war for talent’ in attracting, motivating and retaining employees. It is underpinned by the extant literature on CC dimensions, stakeholder theory and employer brands. The research approach is based on two case studies, comprising three phases: analysis of corporate documentation followed by two phases of semi-structured interviews exploring employees’ perceptions of CC and the link to employer brands. Key findings: An understanding of the positioning of CC in the corporate sustainability strategy and differing foci of CC, including environment, sustainable supply chain and people/culture. The study highlights employee understanding of eight CC dimensions, revealing economic responsibility toward employees as a new dimension. With respect to employer brands, CC initiatives focused on discretionary responsibility towards the natural environment and economic responsibility towards customers are seen as essential; legal, ethical and discretionary responsibility towards community are limited; and discretionary and economic responsibilities towards employees have a strong relationship. A focus on economic responsibilities towards owners has a strong but negative relationship. The theoretical contribution is a conceptual framework of all identified CC dimensions in practice and their relationship to employer brands. Contributions to practice include the importance of benefit packages, work-life balance support, employee development and work environment.

This thesis investigates employee attitudes to corporate citizenship (CC) and the impact on employer brands. It addresses the practice of CC in the German FMCG industry, considers employee understanding of CC, and examines which CC initiatives influence perceptions of employer brands. The research is driven by the dual challenges of sustainable development and the ‘war for talent’ in attracting, motivating and retaining employees. It is underpinned by the extant literature on CC dimensions, stakeholder theory and employer brands. The research approach is based on two case studies, comprising three phases: analysis of corporate documentation followed by two phases of semi-structured interviews exploring employees’ perceptions of CC and the link to employer brands. Key findings: An understanding of the positioning of CC in the corporate sustainability strategy and differing foci of CC, including environment, sustainable supply chain and people/culture. The study highlights employee understanding of eight CC dimensions, revealing economic responsibility toward employees as a new dimension. With respect to employer brands, CC initiatives focused on discretionary responsibility towards the natural environment and economic responsibility towards customers are seen as essential; legal, ethical and discretionary responsibility towards community are limited; and discretionary and economic responsibilities towards employees have a strong relationship. A focus on economic responsibilities towards owners has a strong but negative relationship. The theoretical contribution is a conceptual framework of all identified CC dimensions in practice and their relationship to employer brands. Contributions to practice include the importance of benefit packages, work-life balance support, employee development and work environment.

This dissertation investigated why Dutch millennials have a positive attitude towards sustainable packaging and whether this resulted into the purchase of sustainably packaged products in the FMCG industry. Data was collected by the use of a survey among 115 Dutch millennials. With the use of moderation variables (price, packaging quality, availability, recognition and perceived consumer effectiveness), certain interaction effects could be measured that influence purchasing decisions. Results showed that a positive attitude towards sustainable packaging results in a higher probability of purchasing sustainably packaged products. Furthermore, it was found that millennials are willing to pay extra for sustainable packaging. Also, more knowledge on how to recognize sustainably packaged products increases the likelihood of purchasing them.

M. Tech. (Department of Logistics Management, Faculty of Management Sciences), Vaal University of Technology. / The successful implementation of supply chain strategy has received significant attention among literature and practitioners, due to its importance in contributing to company success. The success of the FMCG industry in South Africa has also been attributed to the effectiveness of its supply chain strategies. However, the industry faces numerous challenges such as miscellaneous risks that include the potential loss of key suppliers, innovation, and risk, planning and forecasting, power outages in manufacturing plants and the fact that only a limited amount of safety stock can be held to offset uncertainty. It also faces difficulties in improving supply and demand, which further extends to transforming supplier relationships into effective collaboration. Thus, this study applies supply chain strategy to the FMCG industry in South Africa, and seeks to establish the connection between supply chain strategies, flexibility (SCF) and performance (SCP) in the sector. The methodological procedure in this study was guided by the positivist paradigm which is embedded in quantitative and causal designs. A sample of 228 respondents purposively drawn from the FMCG industry in Gauteng province participated in the survey. The collected data were tested using descriptive and inferential statistics. The specific statistical techniques applied included the analysis of frequency distributions, percentages, mean scores, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and hypotheses tests using partial least squares-based structural equation modelling. The empirical results showed that two supply chain strategies, namely, organisational learning and supplier integration contribute significantly to SCF. In turn, SCF contributes positively to financial and non-financial performance. Supply chain strategies such as innovation, risk management and customer orientation were statistically insignificant in predicting SCP. The study is significant because it identifies that supply chain strategies are important in developing flexible FMCG supply chains in South Africa. It also confirms the importance of SCF in improving the performance of FMCG supply chains. The study may therefore be used as a reference source for information on the improvement of SCP in FMCG supply chains.

FMCG快速移動消費性產品泛指商品使用週期較短、產品消費速度較快、消費者需要不斷重複購買的產品，由於消費者對此種產品的涉入程度低、認知品牌間產品特性差異不大，為了提高市佔率，企業常會以品牌價值創造做為行銷要點，因此，本研究主要依據邱志聖教授所提出的「4C策略行銷分析架構」，就FMCG買方面對品牌廠商所投入的行銷組合的價值評估，與賣方在交易過程獲得品牌權益累積的作法，以雙方所投入的四種成本：外顯單位效益成本 (C1)、資訊搜尋成本(C2)、道德危機成本(C3) 以及專屬陷入成本(C4) ，找出品牌發展與建構的成功關鍵因素。 採用居家領導品牌案例並針對產品生命週期的產品導入期、成長期等品牌建構、發展時期進行成功因素分析，發現： 1.就產品導入、品牌建構期： 品牌建構的基礎是商品，品牌廠商必須確保消費者獲得與品牌承諾一致的C1商品品質與效益，產品的開發策略也必須聚焦於產品本身的關鍵技術或者利基開發滿足各種消費者需求，且能不斷提升與累積其使用產品總效益的產品組合延伸，再透過有效的C2投資，建議採用中央路徑直接溝通品牌的商品獨特利益，並採用整合性的行銷傳播媒體傳遞一致的商品訊息與品牌形象，建立一致清楚的品牌內涵並系統性的累積品牌資產。品牌建構的過程必須在商品上市前即對於可能的C3成本建立有效的管控做法與危機處理機制，而持續透過與買者C1效益連結為品牌商品的專屬資產，透過C2活動建立的品牌印象累積品牌專屬資產C4，建立品牌忠誠。 2.就產品成長、品牌發展期： 維持品牌商品的穩定產品品質與運用關鍵技術進入新區隔市場或者產品線延伸都是持續降低消費者外顯單位效益成本C1的有效做法，再透過活用不同的溝通通路與新興科技整合傳遞一致的定位與商品、品牌訊息，降低消費者C2並持續累積品牌C1效益訊息傳遞進而建立品牌的專屬資產C4。品牌發展階段C3的管理控制作業甚或危機處理致關重要，所提及穩定的C1產品品質、透過C2建立C4品牌信任感、面對品牌競爭的C2回應操作都是控制或降低道德危機成本C3的關鍵因素。自品牌建構期到發展期必須定義清楚與系統性的累積消費者對於該品牌的技術方案產品效益、品牌印象偏好等品牌的專屬陷入成本C4，持續的追蹤與運用C4創造更深厚的品牌資產，產生態度與行為的忠誠，促使品牌永續的發展。