Strategic Supply Chain Management in a Large Bakery

Miranda Robinson, Walter Fernandez, Sigi W Goode


Electronic Commerce has ignited a range of risks and opportunities in the field of Supply Chain Management (SCM). To minimise these risks and maximise potential payoff, carefully thought out research into the area is needed.
This paper investigates the use of electronic commerce in SCM, using a case study of a large Australian bakery. This study examined how the firm uses E-Commerce to enhance SCM, looking at their past, present and future implementations of E-Commerce in the Supply Chain. Amid increasing importance of electronic commerce to the bakery, preliminary analysis indicates five key areas where electronic commerce has positively affected the supply chain. In addition, a number of costs were observed, some previously unforeseen. Areas for future research are also discussed.


strategy, internet, commerce, adoption, supply chain management

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