Supply Chain Management: Retrospective and Prospective

Author(s): Dale S. Rogers and Rudolf Leuschner

Source: Journal of Marketing Theory and Practice, Vol. 12, No. 4 (Fall, 2004), pp. 60-65
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SUPPLY CHAIN MANAGEMENT:

RETROSPECTIVE AND PROSPECTIVE

Dale S. Rogers
ofNevada
University

RudolfLeuschner
ofNevada
University

research
andtheory
hasincludedinvestigation
intotransportation
andrelatedsubjects.Thisresearch
has
Traditionally,
marketing
evolvedmuchinthelastfewyears.Researchers
havebegunto focuson a broadening
ofthetransportation
fieldthatincludes
newerconceptssuchas logisticsandsupplychainmanagement.
Inthispaper,theevolution
oftransportation
andsupply
logistics,
chainmanagement
researchoverthelast IS yearsis comparedto similarresearchfromthepreviousIS yearsas catalogedby
Professor
RichardJonesinthepremiere
issueoftheJournalofMarketing
tochronicle
TheoryandPractice.Thispaperattempts
theevolution
from
tologisticstosupplychainmanagement
sinceintheJournalofMarketing
and
transportation
Theory Practice
was established.

INTRODUCTION
In 1992,Professor
RichardJonesofTrinity
wrote
University
anarticle
titledTransportation:
andProspective
Retrospective
forthe firstissue of the Journalof Marketing
Theoryand
Practicedescribing
theevolution
oftransportation
research
and
academicprograms.
He usedacademicresearchpublishedin
the Transportation
Journalas thekeyunderpinning
of the
field.In thisarticlehe describedtransportation
researchand
how itevolvedfroma strongfocuson themilitary,
rail,and
economicimplications,
to a morecomprehensive
view of a
wholesystem
thatwas focusedon different
issuesthaninthe
past. He details the journey from a focus solely on
and transportation
modes to a emphasison
transportation
"logistics"whichincludesa largersystemview of sourcing,
anddistribution
manufacturing,
(Jones,1992).

60

BACKGROUND
ProfessorJones" paper was based on an analysisof the
ofTransportation
Journal
over20 yearsfrom1972to 1991.It
eacharticlein23 categoriesin orderto trackthe
categorized
shiftin modalorientation.
In orderto trackthechangeshe
thefirst
fifteen
compared
years(1972-1986)tothemorerecent
five(1987-1991).Duringthistimetherewas a considerable
research.The analysis
changein thefocusof transportation
showedthattherewas a shiftfromrail transportation
and
intermodal
towards
moremotorearnersandair
transportation
fromthe firsttime.AnothershiftProfessor
transportation
Joneschronicledwas fromregulatory,
policyand demand
articlestowardslaborandmanagement
issues.He notedthat
thequantitative
orientation
becamea lot moreimportant
in
lateryearsas the numberof quantitatively
based research
almostdoubledbetweenthefirstandsecondperiod.Another

JournalofMarketing
THEORY AND PRACTICE

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of
interesting
change was the increasedimportance
issuesduring
thelatertimeperiod.Therewas
international
with
ofarticles
twice
international
thepercentage
topics
nearly
in
the
first.
time
that
there
was
Thisseems
inthesecond
period
arenowsourceand
as itis clearthatmany
products
prescient
ofNorth
ofoutside
America
manufacture
(Jones,
1992).

to logisticsand supplychain
Because of the evolution
to
Professor
Jones"work
we
decided
replicate
management,
articles
from
Journal
Business
the
overthe
of
Logistics
using
last15years.
LOGISTICS VERSUS SCM

shiftfroma conceptof
issue In orderto showtheparadigm
ofProfessor
Thesecondsection
Jones
paperintheinitial
we
wasa lookinto Logisticsto a conceptof SupplyChainManagement,
oftheJournal
ofmarketing
andpractice
theory
theuse of thetermsLogisticsand SupplyChain
thefuture
oftransportation
Jones(1992)identified tracked
research.
inthearticle
titlesoftheJournal
research
thathe believedwere Management
ofBusiness
keytopicsintransportation
in the future. Logistics.
We believethisis a veiygoodwaytoshowhow
goingto becomeincreasingly
important
ofSupply
haveembraced
theconcept
Chain
researchers
hazardousmaterials, much
""Green""topics,like environment,
inFigure1 below,moreauthors
As is depicted
and energy
are identified
as beinggood potential Management.
safety,
inhispaper, beganto support
theshiftin conceptfrom"logistics"
to
Asa result
oftheanalysis
research
opportunities.
in thelate 1990"s.It is also
are "supply-chain
healsosuggests
that
andinternational
research
management"
productivity
tonotethatthetermSupplyChainManagement
in thefuture.
Looking interesting
important
goingto be increasingly
butalsoa
itseemshewascorrect.
Therehasbeena lotof wasnotjustevery
backwards,
playfortheword""logistics,""
term.
into"green"topicsincluding
a largeamountof broadening
research
inreverse
thatbeganwithanenvironmental
research
logistics
andarticle
titles
intheJournal
Theusageoftheterm
andTIbben-Lembke,
bent.(Rogers
1999)
logistics
in
1997.
70% ofthe
Business
More
than
of
Logistics
peaked
in
first
issue
of
the
Journal
the
in
areaheoutlined
as beinga goodfuture
research
Business
Another
articles
of
topic
Logistics
A thattimeelectronic
waselectronic
datainterchange.
data 1997 containedthe word "logistics"in the title.That
Itappeared
hasdeclined
sincethen,
whileatthesametimethe
wasnotyetwidely
thatEDI
percentage
interchange
adopted.
forthemanagement
andorganization
helda lotofpotential
of usageoftheterm
hasincreased.
"supply-chain
management"
the
of
Since
number
articles
The
1999,
including
customer-supplier
relationships. positive
potential
impact
"supply-chain
ofEDI couldbe partially
at thattime.However, management"
inthetitlehasranged
between
20% and35%.
observed
WideWebwerenot Thisdataispresented
intabular
liketheInternet
form
inTable1.
andWorld
developments
understood
wasnot
atthetime.
Browser
generally
technology
- Logistics
available.
yetcommercially
OriginofTerminology

thatpublishestheJournalof Business
isstillanimportant
factor.
Becauseofthemove The organization
Transportation
is moreimportant
towards
than Logistics,the Council of SupplyChain Management
transportation
globalization,
theterm
ever.Muchoftheproducts
hasdefined
as follows:
wewearorusecomefrom
outside Professionals,
logistics
Thecomputer
theUnited
States.
thispaperwaswritten
onand
is thatpartofSupplyChain
Logistics
Management
alltheaccompanying
werefabricated
inAsiaand
peripherals
that
andcontrols
the
Management plans,implements,
totheUnitedStates.Globalization
hasmadethe
transported
effective
forward
and reverseflowand
efficient,
oftransportation
muchmorecomplex.
management
ofgoods,services
andrelatedinformation
storage
betweenthe pointof originand the pointof
Thecomplexity
oftransportation
of
andinthemanagement
consumptionin order to meet customers'
hasbecome
theartandscienceoflogistics.
Sincethe
product
requirements,
(http://www.cscmp.org/
timethattheJonesarticlewaspublished
in theJournal
of
Website/AboutCSCMP/Definitions/Definitions.as
andPractice
in1992,there
hasbeenmuch
Marketing,
Theory
CSCMP2005)
on
and
chain
which
has
emphasis logistics supply management
evolved
Itis interesting
tonotethattheprofessional
from
thescienceoftransportation.
that
partly
organization
the
above
its
name
in
definition
changed
developed
January
2005 fromthe Councilof LogisticsManagement
OBJECTIVE
to the
Councilof SupplyChainManagement
This
Professionals.
Theintention
ofthispaperistopickupnearwhere
thenamebecausea continually
tochange
Professor group
decided
larger
Jones
leavesoff.AsProfessor
Jones
notesinhisarticle,
ofitsmembership
there portion
wasinvolved
inactivities
outside
wasa movement
intheacademic
andpractitioner
communities thetraditional
oflogistics.
to
Whileitisclearly
purview
risky
from
wehaveseen changethenameof an organization
towards
Sincethen,
anddiscardall ofthe
transportation
logistics.
a continued
onlogistics
thedevelopment brandvaluebuiltupovertheyears,
theCouncilthought
that
emphasis
alongwith
ofa newterm
chainmanagement."
thechangewas required
becauseofthedifference
between
"supply
andsupply
chainmanagement.
logistics
Fall2004 61

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FIGUREI
USE OF THE TERMS "LOGISTICS" AND "SUPPLY CHAIN MANAGEMENT" IN JBL ARTICLE TITLES
1990-2004

80%.

Logistics

/ '
/
'

,%

**

^^v

"*

^*
J .. ,*^, **,.-,*
1990

1991

1992

1993

1994

<* * ^ -*'
,- .- M-.
1995

1996

1997

V-

199S

- SupplyChain
Management

-j

#
.-

1999

,-

2000

.-

2001

.-

2002

.-

2003

.-

2004

Yftir

TABLE 1
TERMS LOGISTICS VERSUS SUPPLY CHAIN MANAGEMENT
IN ARTICLE TITLES

1990

27.78%

0.00%

1991

43.48%

4.35%

1992

39.13%

4.35%

1993

36.84%

0.00%

1994

42.31%

0.00%

1995

50.00%

7.69%

1996

38.46%

7.69%

1997

72.73%

0.00%

1998

45.83%

8.33%

1999

28.57%

19.05%

2000

57.14%

28.57%

2001

35.00%

35.00%

2002

42.86%

21.43%

2003

17.39%

34.78%

2004

20.00%

25.00%

TOTAL

40.18%

12.58%

62

Theoriginoftheterm""logistics""goesbackto 18thcentury
ina book
France.Theconceptoflogisticswas first
introduced
Baron
a
of
De
staff
officer
Jomini,
Napoleon,entitled,
by
""TheArtofWar""publishedin 1836. Theterm""logistics""
the
was derivedfromthetitleofone ofNapoleon'sgenerals,
were
General
des
The
duties
of
this
officer
Major
Logis.
of trooplodgingand
limitedto themanagement
originally
forwar
realized
camppreparation.
They
properpreparation
tosuccessonthebattlefield.
Soonthis
wasthecriticalelement
generals.
positionbecameone ofNapoleon'smostimportant
The baronsaidthat
Bywayofillustration,
logisticsconsistsofthewaysandmeans
which
the
through
plans of strategiesand tactics are
is thedecisionas towhereactionis to
accomplished.
Strategy
themovement
ofthetroops
takeplace.Logisticsencompasses
therein.
to thesceneoftheactionandtheirsupport
(Holmes,
1953)
OriginofTerminology
-SupplyChain Management
Theoriginoftheterm"supplychainmanagement"
appearsto
in theearly1980's(Oliveret al,
be theworkof consultants
becomea widelyusedterm.While
1982).Ithas subsequently
hassupplanted
thedefinitions
differ,
supplychainmanagement
the term"logistics"to some extent.Untilrecently,
most
interestedparties (Cooper, 1998), viewed supply chain
as beinga synonym
forlogisticsmanagement.
management
and
Professionals
The CouncilofSupplyChainManagement
in
field
have
academics
and
consultants
the
many
working
tendedto definelogisticsmanagement
broadlyto include
and
exterior
entities
tothefirm
customers,
including
suppliers,
suchas third-party
servicesupportfirms
companies.
logistics
Most academics and practitionersviewed logistics

JournalofMarketing
THEORY AND PRACTICE

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The categoriesweredevelopedbased on keywordsfoundin

thetitleand abstract.Each articlewas onlyplaced intoone
was completedbased on the
category.This categorization
article.
For example,an articlethat
bit
focus
of
the
is
a
little
different
from
chain
logistics primary
Supply
management
in thatthereare elementsincludedin theconceptof supply examinedboth inventory
managementand a third-party
service
chainmanagement
thatare nottypicallyincludedwithina
companieswould be classifiedas either
logistics
in
or "Inventory
of
a
or
the
inside
firm,
Management"but not
purview logistics UU3PL/Outsourcing""
logistics
department
each
article
what
is readcarefully
and
In
order
do
both.
to
These
elements
include
that,
marketing
relationships,
practitioners.
for
used
For
the
of
the
core
was
and
and
classification.
topic
management
purposesof
productdevelopment rollout,
than
moreweightwas givento conceptsrather
returns(Lambert,2004). Some confusionhas developed classification,
of
industries.
betweenthesetwotermspartlybecause logisticsis oftena
functions
specific
andthe
withina firmor an areawithina University
function
folksin those areas or functionstend to use the terms The intentwas to examineall of thearticlesand determine
New
becamesignificant
whichclassifications
topicsovertime.
interchangeably.
classificationssuch as reverse logistics and social
ofthe 1990s
thator notsuchin thebeginning
SCM isnotjusttheterritory
ownedbylogisticians.
Academics responsibility
in operations
are also staking appearto havebecomeincreasingly
andpractitioners
important.
management
claimtosupplychainmanagement.
(APICS, 2001) Purchasing
ANALYSIS
and academicsincludetheir
and procurement
professionals
workas being in the field of supply-chain
management.
Heuristics/
was Modeling/
Decision
suchas MichiganState The largestclassification
(Monedea,1998)Atsomeuniversities
Locationanalysisas is depictedinTable 2.
of
and Arizona State University,
Support/
departments
University
have been createdby combining
supplychainmanagement
to see thatmostof the articlesthat
It is quite interesting
andlogisticsfaculty.
operations
purchasing,
Heuristics/
focusedonModeling/
Location
DecisionSupport/
in
the
to
were
mid
1990'
's. More
METHODOLOGY
published
analysis
early
wrote
such
fewer
authors
about
as
recently,
topics decision
or
Thereare
Forthisanalysis,we consideredall articlesin theJournal
of
location
algorithms.
supportsystems facility
BusinessLogisticswritten
from1990to2004. Inordertotrack severalpossiblereasonsforthisdeclinein the numberof
eacharticlewas categorized articleson thesetopics.One reasonmaybe thatthetopichas
changesindie focusofresearch,
intoone of the followingcategoriesbased on its titleand
beenadequately
coveredforthetimebeing.Italsomaybe that
in thisarea are currently
abstract:
fewerfacultythatare interested

3PL/Outsourcing
the
Journal
in
Business
of
publishing
Logistics.

Historical/
Academic/
Framework

Customer
Thesecondlargestnumber
ofarticleswas classifiedas having
Service

coretopicof Inventory
Some of thisresearch
Distribution
Management.

Education
Severalof thearticles
deals withsafetystockoptimization.

Cost
includedin this classificationand focused on reducing
Financial/

costs.
Cross-Functional
Teams
andcutting
inventories
Inter-Department/

International

had increasedin
Overthepast 15 yearsotherclassifications
Inventory
Management

Location the numberof article.There were large increasesin the

Decision Support/
Modeling/Heuristics/
numberof articles classifiedas CustomerService and
analysis

Performance.
It is interesting
thatmanyauthorshave elected
Organization/
Management

to focuson theserviceside oflogisticsas opposedtojustthe

Alliances
Partnerships/

Performance
side. This couldmeanthattheconceptof
costmanagement

Procurement/
Chain
Managementis movingfroma focus on
Purchasing
Supply

Six
a
Process
to
Severalof these
Quality/ Sigma/
operations morestrategic
Management
perspective.

articlespointout thatit is notjust one firm"sproductor

ReverseLogistics

Social Responsibility
servicecompeting
againstanotherfirm"s,butitis oftenone

chain
competing
Strategy
supply
againstanother
supplychain.

Information
Systems
Technology/

as a focusof articles.Among
Sometopicsemergedrecently
Transportation

CustomerService,Education,Social
theseare Partnerships,
Warehousing

Reverse Logistics,and Cross-FunctionalOther

Responsibility,
as spanning"frompointof originto pointof
management
(CLM, 1998)
consumption."

Fall 2004

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63

TABLE 2
ARTICLE CATEGORIES COMPARED 1990-1999AND 2000-2004
ArticleCategory

1990-1999

2000-2004

Total

Modeling/Heuristics/
DecisionSupport/
LocationAnalysis

15.79%

7.14%

13.19%

Inventory
Management

10.09%

9.18%

9.82%

Academic/Historical/
Framework

7.02%

8.16%

7.36%

Partnerships/Alliances

5.26%

11.22%

7.06%

Organization/
Management

7.46%

5.10%

6.75%

Customer
Service

4.82%

9.18%

6.13%

Technology/
Information
Systems

6.58%

5.10%

6.13%

Education

3.95%

10.20%

5.83%

International

3.95%

6.12%

4.60%

Transportation

5.26%

3.06%

4.60%

Strategy

4.39%

4.08%

4.29%

3PL/Outsourcing

3.95%

4.08%

3.99%

Performance

3.51%

4.08%

3.68%

Other

4.82%

1.02%

3.68%

Distribution

2.19%

1.02%

1.84%

Financial/Cost

2.63%

0.00%

1.84%

Procurement/
Purchasing

2.19%

1.02%

1.84%

InterDepartment/CrossFunctional
Teams

0.88%

3.06%

ReverseLogistics

0.88%

3.06%

1.53%

Social Responsibility

0.44%

4.08%

1.53%

Warehousing

2.19%

0.00%

1.53%

Quality/Six
Sigma/Process
Management

1.75%

0.00%

1.23%

1.53%

Teams.Thesetopicsmaynotbe completely
new,buttheyhave
in thelastfewyears.Thismightbe in
gainedmoreattention
partduetothefactthatothersupplychainmanagement
topics
appearto be at least partiallysolved and thesenew topics
requiremorediscussionandattention.
Outsourcingis anotherfocus of severalarticlesas it has
64

becomemoreimportant
as morecompaniesoutsourcethenand
chain
activities.(Rogers,
logistics
supply
management
Research
on
is
moreattention
as
2004)
partnershipsgetting
well.(Lambert,2004) Companiescontinueto integrate
their
andbackwards.Thisintegration
supplychainbothforwards
leadstomorecomplexoperations
as thoseoperations
needto
be coordinated
acrossthesupplychain.Thus,morecomplex
research
supplychainscreatemoreproblemsand interesting
The
same
is
true
for
as
cross-functional
teams,
opportunities.
morefirms
to
better
chains.
struggle develop
integrated
supply
Othernewareassuchas ReverseLogisticshavealso become
thebackward
topicsforresearchas a newfocuson managing
flowofproducts
hasemerged.
Thisemergence
wasdrivenfirst
or greenissues,buttheunderstanding
that
byenvironmental
cancreatecostsavingshas
goodreverselogisticsmanagement
intothisarea.In someindustries
returns
drive
spurred
inquiry
profitability.
(RogersandTIbben-Lembke,
1999)
Social Responsibility
is also a relativelynew topic. It is
thatit wouldhave been includedand a logisticsor
unlikely
supplychain ManagementJournal10 or 15 years ago.
therehavebeena fewresearchers
thathad
However,recently
and theaffect
begunto discussissuessuchas sustainability
callsupplychain.Sociallyresponsible
behavioris increasingly
inthis
expectedbybusinessesandthereis a lotofopportunity
areaforgood academicresearch.
CONCLUSIONS
Eventhoughtherehas beenan amazingamountofchangein
the 13 years thatthe Journalof MarketingTheoryand
Practicehas beenpublished,
itis likelythatthenextseveral
will
continue
to
see
a
years
largeamountofchange.Professor
Jonesnotesthat:
The transportation
fieldhas experienced
a majorupheavalin
thelasttwo decades.Whilethemagnitude
of thechangeis
alreadypatentlymanifestin the transportation
literature,
shouldconcludethatthefield
scholars,withlittleprompting
remainsfraught
withopportunities
to undertake
meaningful
research.(Jones,1992)
Theword"transportation"
from
theabovesectionofProfessor
Jones" articlecould todaybe replacedby "logistics"and
It is clearthattherateofchange
"supply-chain
management."
Jonesnotedthathadtakenplaceinthetransportation
fieldhas
notsloweddown.And,itseemslikelythatthepace ofchange
willcontainyou.In 15 years,we canexpectthatjournalssuch
as the Journalof BusinessLogisticsand the Journalof
Marketing
TheoryandPracticewillbe examining
topicsthat
itis difficult
forus to forecast
now.
will continueto growas logistics,
Publishingopportunities
andmarketing
andpractice
supply-chain
management,
theory
mature.Therearemorejournalsdevotedto thesetopicsthen

JournalofMarketing
THEORY AND PRACTICE

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therewerein 1992 whentheJournalofMarketing

Theoryand
arebeing
more
ideas
This
that
means
Practicewas founded.
will
The
discussedand considered.
likely
rangeof topics
continueto a fall. However,the originalobjectiveof the
andPracticein 1992andwasto
JournalofMarketing
Theory
of
that
research
encouraged"theapplication
publish

of new
theoriesand thedevelopment
established
marketing
of
business
the
that
theories
improve understanding
marketing
practicesand the predictionof business behavior and
" Whilethe
toevolve,
outcomes.
topicsdiscussedwillcontinue
thisoverallobjectiveshouldremainconstant.

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AUTHOR BIOGRAPHY
Chain
anda professor
ofSupply
forLogistics
istheDirector
oftheCenter
StateUniversity)
DaleRogers(PhD
Management
Michigan
a
Executive
of
the
Reverse
the
is
also
chairman
at
the
ofNevada.
He
Council,
organization
professional
Logistics
University
Management
andDirector
of
Director
as a Project
Prior
toentering
Daleworked
ofreverse
devoted
totheimprovement
academia,
logistics
practices.
andmanufacturing
at
inmaterial
He hasalsobeenemployed
andsoftware
fora logistics
management
company.
Marketing
consulting
isa consultant
toseveral
ofGeneral
Motors.
Dr.Rogers
Division
with
theOldsmobile
theHarris
andasaninstructor
leading
Corporation,
Trends
ofthe1999bookGoingBackwards:
Reverse
inseveral
andistheco-author
firms.Dale
haspublished
Logistics
logistics
journals
booksonlogistics.
andPractices
andtwoprevious

AUTHORBIOGRAPHY
andhis
Reno.Rudiis a native
ofGermany
assistant
attheUniversity
anda research
RudiLeuschner
is anMBAcandidate
ofNevada,
tennis
for
onesingles
hewasthenumber
Reno.As anundergraduate
is from
theUniversity
ofNevada,
player
undergraduate
degree
Executive
Council
fortheReverse
holdsalsoa fellowship
UNR.He currently
Logistics

Fall 2004

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