A vision of sourcing for a global market

Abstract

The pace of change has opened up — and will continue to do so — an increasing number of options for consumers to spend time and money. Successful companies will have to maintain an effective response to change, including a product supply strategy that satisfies consumer demands for value. Properly managed, sourcing represents a valuable means of extending the product offering — either horizontally or vertically — in order to respond to three key elements of choice which are driving consumer perceptions of value: choice of how to spend time and money, choice of when and where to shop, and choice of personal style. While sourcing will be an essential element of a product supply strategy for the domestic market, the pace of change which is driving this requirement is having an even more profound effect in those countries from which sourcing is taking place. Consumerism is rising: interest in shopping, the availability of product, affluence and time available to shop all point to the development of massive demand in emerging markets — potentially two billion consumers in Asia Pacific by the year 2000. The winners in mature markets will be world class suppliers. World class performance is created on a world stage. The real winners will be those who apply the principles and practice of fulfilling consumer demand on a global basis.

Citation

Shepheard‐Walwyn, S. (1997), "A vision of sourcing for a global market", Journal of Fashion Marketing and Management, Vol. 1 No. 3, pp. 251-259. https://doi.org/10.1108/eb022503