Strategic Supply Chain Management in a Large Bakery


  • Miranda Robinson The Australian National University
  • Walter Fernandez The Australian National University
  • Sigi W Goode The Australian National University


strategy, internet, commerce, adoption, supply chain management


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.

Author Biography

Sigi W Goode, The Australian National University

Dr. Goode is a senior lecturer in Information Systems at the Australian National University. His research interests include strategic adoption and behavioural aspects of IT use.



How to Cite

Robinson, M., Fernandez, W., & Goode, S. W. (2007). Strategic Supply Chain Management in a Large Bakery. Proceedings of the 51st Annual Meeting of the ISSS - 2007, Tokyo, Japan, 51(2). Retrieved from



Systems and Supply Chain / Logistics