Table 2 Drivers Driver Description... | Emerald Publishing

Table 2

Drivers

Driver	Description	Behavior affect	Strategy	References
Brand positioning	- Building consumer perception of the brand - Provides a basis for product differentiation and positioning (Brun and Castelli, 2008)	- Affects the quality of the product - Affects sourcing location - Affects the type of relationship to be established with the supplier – retail strategies	Multiple strategies can be applied	McColl and Moore (2011), Brun and Castelli (2008), Caniato et al. (2009), Brun et al. (2017)
Distribution channel	Physical channels: - Retail - Wholesale Digital channels: - Ecommerce - Social media	- Affects the performance of the company in terms of volume and bargaining power - Affects the location of storage activities - Affects customer needs in terms of service level, delivery lead times, order size, support, tracking technologies. Affects information Technology	Multiple strategies can be applied	Ponticelli et al. (2013), Macchion et al. (2015), Brun et al. (2017), Christopher et al. (2004)
Type of product	Iconic products - High volume - Long lifecycle - Few variant varieties - Low volatility demand - Predictable demand - Long lead time - Low stock out	- Supply chain costs - Supplier characteristics and capabilities - Supplier relationship - Localization of production - Production balancing and average utilization rate	Efficiency SC – lean	Brun and Castelli (2008), Brun et al. (2017), Lamming et al., (2000)
	Complementary products - Low-volume products - Not related to the core business of the company - No need for specialized suppliers - Product development unrelated to other types of products - Licensed products		Multiple strategies can be applied
	Innovative products - Low-volume - High variety - High volatility demand - Unpredictability demand		SC flexible and responsive to customer requests short lead time – hybrid
Line of product	Permanent/Carry over Represent about 20% of the market and are sold for multiple seasons throughout the year. After the launch phase, such products cross a long maturity phase (typically years) in which sales settle to a certain level, making it relatively easy to forecast the end market (Caniato et al., 2008).	- Make to stock (MTS) type of production - Save costs by outsourcing some stages of the production process to countries with lower labor costs	Efficiency SC – lean	Bruce et al. (2004), Brun et al. (2008), Caniato et al. (2008)
	Seasonal Account for about 45% of the market and have a life cycle of about 20 weeks. They have a short life cycle within the single season. All new products created for one season are considered seasonal products and this makes forecasting the final market very complex. The seasonal product is born from the need to introduce on the market new products that satisfy consumers' needs, however trying to propose solutions that are a good compromise between extreme innovation and what has been proposed in the past (Mora, 2006). A particular type of seasonal product is the capsule collection. These products account for about 35% of the market and have a lifecycle of about 10 weeks. Sales to end consumers are concentrated in the first half of the lifecycle, which is so short that there is no real maturity phase.	- Make to order (MTO) type of production - Satisfy customers' needs in terms of service level, delivery lead times	SC flexible and responsive to customer requests short lead time – Hybrid

Driver	Description	Behavior affect	Strategy	References
Brand positioning	- Building consumer perception of the brand - Provides a basis for product differentiation and positioning (Brun and Castelli, 2008)	- Affects the quality of the product - Affects sourcing location - Affects the type of relationship to be established with the supplier – retail strategies	Multiple strategies can be applied	McColl and Moore (2011), Brun and Castelli (2008), Caniato et al. (2009), Brun et al. (2017)
Distribution channel	Physical channels:- Retail - Wholesale Digital channels:- Ecommerce - Social media	- Affects the performance of the company in terms of volume and bargaining power - Affects the location of storage activities - Affects customer needs in terms of service level, delivery lead times, order size, support, tracking technologies. Affects information Technology	Multiple strategies can be applied	Ponticelli et al. (2013), Macchion et al. (2015), Brun et al. (2017), Christopher et al. (2004)
Type of product	Iconic products- High volume - Long lifecycle - Few variant varieties - Low volatility demand - Predictable demand - Long lead time - Low stock out	- Supply chain costs - Supplier characteristics and capabilities - Supplier relationship - Localization of production - Production balancing and average utilization rate	Efficiency SC – lean	Brun and Castelli (2008), Brun et al. (2017), Lamming et al., (2000)
	Complementary products- Low-volume products - Not related to the core business of the company - No need for specialized suppliers - Product development unrelated to other types of products - Licensed products		Multiple strategies can be applied
	Innovative products- Low-volume - High variety - High volatility demand - Unpredictability demand		SC flexible and responsive to customer requests short lead time – hybrid
Line of product	Permanent/Carry overRepresent about 20% of the market and are sold for multiple seasons throughout the year. After the launch phase, such products cross a long maturity phase (typically years) in which sales settle to a certain level, making it relatively easy to forecast the end market (Caniato et al., 2008).	- Make to stock (MTS) type of production - Save costs by outsourcing some stages of the production process to countries with lower labor costs	Efficiency SC – lean	Bruce et al. (2004), Brun et al. (2008), Caniato et al. (2008)
	SeasonalAccount for about 45% of the market and have a life cycle of about 20 weeks. They have a short life cycle within the single season. All new products created for one season are considered seasonal products and this makes forecasting the final market very complex. The seasonal product is born from the need to introduce on the market new products that satisfy consumers' needs, however trying to propose solutions that are a good compromise between extreme innovation and what has been proposed in the past (Mora, 2006). A particular type of seasonal product is the capsule collection. These products account for about 35% of the market and have a lifecycle of about 10 weeks. Sales to end consumers are concentrated in the first half of the lifecycle, which is so short that there is no real maturity phase.	- Make to order (MTO) type of production - Satisfy customers' needs in terms of service level, delivery lead times	SC flexible and responsive to customer requests short lead time – Hybrid